Failure of dotcoms : a marketing mix perspective.
Ng, Yang Yee.
Tan, Meow Kheng.
Date of Issue2002
College of Business (Nanyang Business School)
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 fund management are broken down and probed in each of the four P’s (Product, Price, Place, Promotion).
Final Year Project (FYP)
Nanyang Technological University