RETRACTED: Anatomy of Internet Marketing Mix; a Holistic Paradigm (Retracted Article)

For years, marketing mix has been at the heart of marketing management. Marketers have always strived to strategize their marketing mix more effectively and implement those strategies more competitively. In this sense over past decades conventional marketing mix has been elaborated repeatedly in literature but we are living in the global village and internet is sweeping all aspects of business and marketing is not an exception. Internet marketing is increasingly attracting attention from executives and scholars as a crucial body of modern marketing. Thus, traditional marketing mix requires a revision and modification for marketing in the internet era. This paper addresses this issue and undertakes a comprehensive literature review to extract and explain main constructs of internet marketing mix (IMM) and elaborate building blocks this concept. Subsequently this study proposes an anatomy for IMM to be further used by other researchers and practitioners in studying internet marketing and formulating marketing strategies.