Evaluation of the product with cognitive mapping method, one of the elements of internet marketing mix

Abstract

Internet marketing mix is a road map used in determining and realizing the marketing strategies of business administration. With the aim of identifying and evaluating the product, one of the internet marketing mix elements, fuzzy cognitive mapping method is used. Fuzzy cognitive mapping method helps analyze the views and events that are carried on a subject with quantitative methods. This method can also be used in immeasurable or subjective fields. Therefore, many disciplines make use of this method. The usefulness of fuzzy cognitive mapping method in marketing science is seen through this study. Thus, this study is expected to be a guide to the research about internet marketing. Internet products consists of two main groups according to the study: digital products and services. Their procuring and consuming can be made on internet. © 2009 Asian Network for Scientific Information.