ABSTRACT
This chapter considers tools and techniques for marketing the e-Business – the ‘marketing mix’. The idea of the marketing mix has been around for many years – well before an ‘e-’ came in front of Marketing or anything else. As far back as the first half of the twentieth century, the job of the marketer was described as a ‘mixer of ingredients’ (Culliton 1948). Marketers devise strategies and tactics aimed at providing satisfaction and adding value for customers. The various elements are blended into a ‘marketing mix’ – a phrase first coined by Neil Borden (1964) of Harvard Business School.
