Framework development of electronic marketing (EM): A case study on catfish industry in malaysia

Buani Atiqi Abdul Rahman, Yazrina Yahya, Muriati Mukhtar

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

Currently catfish suppliers, wholesalers, farmers and customers in Malaysia have not found an official place or medium to get information on catfish (breeding, marketing, managing, purchasing) in a simple, fast and cost effective way. In addition, based on analysis conducted the use of information technology and telecommunications (ICT) as a supporting infrastructure on cat fish industry in Malaysia is still at a moderate level. Therefore this work aims to review and identify the needed factors of catfish industry in Malaysia using the electronic marketing application, and develop a framework that will best suit the industry. Electronic marketing place is proposed for the industry as most catfish farmers, suppliers and customers are IT literate and uses mobile phones. The study conducted takes the approach of identifying the appropriate type of electronic markets, the determination of the functions or main features of the electronic market, and also determine the method of development of the electronic marketing system. Information on the industry's needs is gathered through an intensive literature review and case study analysis. An improved electronic marketing framework will be developed through out the study. The proposed framework is further proof through prototype design using the web-based electronic marketing portal. Based on initial analysis conducted the main applications needs to be based on consumer preferences, where matching of supply and demand electronically between buyers and catfish industry sellers in Malaysia is provided electronically. As such it provides a one-stop information centre, electronic catalog and latest update of any information. Therefore this research also emphasizes customer's values, focusing on value co-creation in developing the framework. This distinguishes the proposed framework with others as, the proposed framework will include co-creation value in developing and expanding electronic market place functions. And the web-based prototype developed will help farmers to market their livestock products by matching them to appropriate buyers, and also will get latest information and updates on catfish in a fast, cost effective and easy medium.

Original languageEnglish
Title of host publicationProceedings of the 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011
DOIs
Publication statusPublished - 2011
Event2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011 - Bandung
Duration: 17 Jul 201119 Jul 2011

Other

Other2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011
CityBandung
Period17/7/1119/7/11

Fingerprint

Marketing
Industry
Information services
Purchasing
Mobile phones
World Wide Web
Fish
Farms
Information technology
Telecommunication
Costs

Keywords

  • co-creation values
  • e-market
  • electronic marketing
  • framework development
  • web-based electronic market portal

ASJC Scopus subject areas

  • Information Systems
  • Electrical and Electronic Engineering

Cite this

Abdul Rahman, B. A., Yahya, Y., & Mukhtar, M. (2011). Framework development of electronic marketing (EM): A case study on catfish industry in malaysia. In Proceedings of the 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011 [6021571] https://doi.org/10.1109/ICEEI.2011.6021571

Framework development of electronic marketing (EM) : A case study on catfish industry in malaysia. / Abdul Rahman, Buani Atiqi; Yahya, Yazrina; Mukhtar, Muriati.

Proceedings of the 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011. 2011. 6021571.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abdul Rahman, BA, Yahya, Y & Mukhtar, M 2011, Framework development of electronic marketing (EM): A case study on catfish industry in malaysia. in Proceedings of the 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011., 6021571, 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011, Bandung, 17/7/11. https://doi.org/10.1109/ICEEI.2011.6021571
Abdul Rahman BA, Yahya Y, Mukhtar M. Framework development of electronic marketing (EM): A case study on catfish industry in malaysia. In Proceedings of the 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011. 2011. 6021571 https://doi.org/10.1109/ICEEI.2011.6021571
Abdul Rahman, Buani Atiqi ; Yahya, Yazrina ; Mukhtar, Muriati. / Framework development of electronic marketing (EM) : A case study on catfish industry in malaysia. Proceedings of the 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011. 2011.
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