Illuminating the e-commerce marketing mix : framework development, marketing tool effects on online patronage, and impact of brand equity

submitted by Benjamin Dominique Klink

Year of publication:	[2023]
Authors:	Klink, Benjamin
Publisher:	St. Gallen
Subject:	economics \| Electronic Commerce \| Marketing \| Marketingmanagement \| Marketingforschung \| Marketingstrategie \| Media-Mix \| Marketinginstrument \| Strategisches Management \| Handelsforschung \| Marketing-Mix \| Electronic Shopping \| Markenpolitik \| EDIS-5291 \| Unternehmensmarke \| marketing strategy \| marketing tool \| online patronage \| marketing mix \| attribution \| branding \| marketing instrument \| Onlinehandel \| Online retailing \| marketing management \| corporate brand \| Marketing management \| Online-Handel \| E-commerce \| Markenführung \| Brand management \| Markenimage \| Brand image \| Konsumentenverhalten \| Consumer behaviour \| Online-Marketing \| Internet marketing