There are several models available when we consider the area of e-marketing in a broader perspective. Each model can be more applicable to different business types and are designed to provide a company with the tools to support the essential elements of marketing, price, promotion, product and place.But only few of these models come into the picture when we consider a particular company or organization
Two of the models which we are discussing here are Brokerage Model and Advertising Model. Before venturing out the idea of they supporting the 4Ps. Lets give a brief idea about each one of them. Brokerage model main idea revolves around Brokers who are also called as market makers. Their role is to bring buyers and sellers together and facilitate transactions. The major areas where they play a role are business-to-business (B2B), business-to-consumer (B2C), or consumer-to-consumer (C2C) markets. Usually a broker charges a fee or commission for each transaction it enables. Some of the areas which are part of brokerage model are Market Place exchange, Buy/Sell Fulfillment, Demand Collection System, Auction Broker, Transaction Broker, Distributor, Search Agent and Virtual Market Place.