e-Marketing


This concept provides a detailed explanation of the uses of electronic communication technologies, such as the Internet, mobile phones and digital televisions, to accomplish marketing objectives.

Technique Overview

e-Marketing

e-Marketing Definition

e-Commerce describes the exploitation of electronic means and platforms to conduct company business. e-Marketing (also referred to as web marketing or internet marketing) uses electronic communication technologies including the Internet, mobile phones and digital televisions to accomplish marketing objectives (McDonald and Wilson, 1999). More specifically, e-Marketing portrays company efforts to inform and communicate with buyers, and promote and sell its products and services over the Internet (Kotler and Keller, 2006).

e-Marketing Description *

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Business Evidence

e-Marketing Strengths *

e-Marketing Weaknesses *

Examples of e-Marketing *

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Business Application

e-Marketing Implementation *

Success Factors of e-Marketing *

Measures of e-Marketing *

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Professional Tools

e-Marketing Videos *

e-Marketing Downloads *

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Further Reading

e-Marketing Web Resources *

e-Marketing Print Resources *

e-Marketing References (4 of up to 20) *

  • Brassington, F. and Pettitt, S. (2003) Principles of Marketing. Pearson Education Limited.
  • Brynjolfsson, E., Hu, Y. and Smith, M.D. (2006) From Niches to RIches: The Anatomy of the Long Tail. Sloan Management Review, Vol. 47(4), pp. 67-71.
  • Bruce, A. (2002) Clubcard Takes to the Internet as Tesco.com Strives for Perfection. The Grocer, 4 May, p. 8.
  • Chaffey, D., Mayer, R., Johnston, K. and Ellis-Chadwick, F. (2003) Internet Marketing: Strategy, Implementation and Practice. (2nd Ed.) Financial Times/Prentice Hall, Harlow, Essex, UK.

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