Contemporary Marketing Mix for the Digital Era

by Nik Tehrani



Book Details

Language : English
Publication Date : 12/30/2008

Format : Softcover
Dimensions : 6x9
Page Count : 300
ISBN : 9781438938752

About the Book

Effective marketing is vital for the success of a product, service, or business.  With the pervasive and ever-increasing use of the Internet by the target markets, marketers are required to include the Internet in their marketing plan. Dr. Nik Tehrani explains the importance of e-marketing and presents the relationship between e-marketing and e-business. The exponential growth of e-commerce has changed the face of retail and service marketing. To remain competitive in the marketplace, marketers must include the virtual world of marketing in their plans, thus helping sellers develop various marketing strategies. Marketers are the sellers’ tool and Contemporary Marketing Mix for the Digital Era is the tool for successful marketers.


Traditionally, the marketing strategy consists of the 4 Ps: Product, Price, Place, and Promotion. However, to develop a contemporary marketing strategy which includes the virtual world, other components must be examined.  Dr. Tehrani illustrates the 11 Ps required for successful e-marketing strategies. The 11 Ps of e-marketing strategy are an expansion upon the traditional 4 Ps.  Readers are adeptly shown how People, Partnership, Productivity, Personalization, Physical Image, Protocol, and Privacy are elements of contemporary marketing. This book, illustrated with practical examples and case studies, summarizes these 11 Ps and explores the internal and external customers of all sellers, products both tangible and intangible, the partnerships that help sellers maintain a steady flow of products, and the pricing structure of e-products. Making intangible products tangible, the methods required to push products, and essential personalized services adapted to the Internet are also covered; all in order to help marketers learn what is required by the sellers to sell their products effectively. This book additionally includes a comprehensive look at e-business privacy issues and laws, as well as respect for and maintenance of international protocols.


This book is written for marketing professionals, industry practitioners, academicians, and students alike so they sharpen their marketing skills and keep up with the latest trends in the marketing field.  Dr. Tehrani addresses the changing marketing environment and ways to effectively modify strategies to meet the needs of conventional marketing.

About the Author

Majid Nikanjam Tehrani (Nik Tehrani) teaches E-Business Technology, Management, and Marketing courses at the University of California, Berkeley extension, California State University - East Bay, and Northwestern Polytechnic University in Fremont,  CA. He earned his PhD in Business Administration with a specialization in Electronic Commerce from Northcentral University, holds an MBA (Executive Management) from Pepperdine University and a BS in Electrical Engineering.

Dr. Tehrani is also the Global Director of Program Management at Sanmina-SCI, a leading EMS provider focused on delivering complete end-to-end manufacturing capabilities and highly complex solutions to technology companies around the world. Prior to Sanmina-SCI, he was the managing director and founder of Majital Solutions in Fremont, CA; VP of Sales and Engineering of ACI in Hayward, CA; and VP of Operations of CoMan Manufacturing, Inc. in San Jose, CA.

Dr. Tehrani has taught Management, E-Marketing and IT related classes at Oulu Polytechnic University in Oulu, Finland; Shanxi Administrative University in Tai Yuan, China; Universidad Del Pacifico in Santiago, Chile; and Austin College in Vancouver, Canada as well.

For more information about the author, please visit