Failure of dotcoms : a marketing mix perspective.

• Main Authors: Ng, Yang Yee., Tan, Meow Kheng.
• Other Authors: Li, Michael Zhi-Feng
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior; DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/8695
• Institution: Nanyang Technological University

Using the marketing mix, the authors of this study synthesise extant knowledge on the subject to give a richer insight into the failures. Various theories and concepts from related books and articles are also applied to extend upon the framework. Broad issues relating to bad business models and poor...