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Investigation of the Effect of Internet Marketing Mix on Improving the Performance of Internet Companies

Author Affiliations

  • 1Department of Business Management, Branch, Tarbiat Moddares University (TMU), Tehran, IRAN
  • 2Institute for Management and Planning Studies, IMPS, Tehran, IRAN
  • 3Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, IRAN

Res. J. Recent Sci., Volume 4, Issue (8), Pages 22-29, August,2 (2015)


The growing trend of using internet and electronic equipment and their resulting profit lead to essential variation of business processes in different organizations, and institutions. Marketing as the main core of the organization is very important in internet markets. Nowadays, the role and importance of marketing strategies in prosperity or defeat of an organization are known to all. The advent of information technology and its growing speed have thoroughly changed marketing strategies. Lots of manufacturing and service organizations influenced by these technologies design and codify their marketing strategies such that benefit its resulting competitive advantages. On the other hand, electronic marketing strategies are efficient and low cost tools for entering the novel markets and prepare the fields for easy, low cost, and with low risk entrance to foreign markets. Thus, in this article, considering the importance of this issue, the effect of internet marketing mix with 4S approach is studied on the performance improvement of internet companies. Results indicate that all four elements of internet marketing mix (scope, site, synergy, and system) are effective in improving the performance of internet companies.


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