إستراتيجيات المزيج التسويقي الالكتروني بين المحافظة والتغيير

Abstract: This studyaims to shed light on the electronic marketing mix. Manyresearchers have criticized the traditional marketing mix, consideringthatitis no longer responsive to the requirements and developments of the digital environment. Theseresearchersdividedintotwo groups. The first group considersthat the traditional marketing mix is a basic concept thatcan not bedispensedwith. It canbemodified by adding or removing certain characteristics and adaptingthem to adapt to the new environment. The second group calls for the radical change of the traditional marketing mix and adding new elements to the four elementsknown as 4Ps. With the requirements of modern information and communication technology, with the amendment of the oldelements, and the studyaims to show the strategies to beadopted in relation to eachelement of the electronic marketing mix in order to achieve the objectives of the institution.