Department of Business Administration
PgD/MSc in International Marketing
250, P. Ralli &Thivon, 12244 Aigaleo
With increased globalization of the world economies, for most enterprises market opportunities seem to be endless. Departing from the traditional marketing, innovative managers are looking for unique ways to compete more effectively on a local, regional and global basis. This is being shaped by advances in digital telephone networks, interactive cable television, on line services, personal computers and Internet. These technological advances inevitably change the face of marketing. Their attributes may be utilized for a successful marketing presence, serving the audience and reflecting the companies’ strategies. The fundamentally different environment for marketing, that it is provided by Internet, requires different approach. Organizations find more and more important to represent themselves on Internet to get more customer, to increase the public’s awareness of the companies and their products, and to sell more of their products. Used properly, Internet and electronic marketing can be powerful source of competitive advantage in global markets meanwhile interactive technologies will have become a mainstream component of shopping for most consumers.
The paper concludes that electronic marketing has become an accepted part of marketing concept, it should be seen as a valuable and complementary tool, and managers should embrace new technology in order to create greater value for customers. Marketers need to evaluate their electronic offering regularly in order to ensure that it meets customer needs and utilizes technology to the best effect. Electronic marketing does not yet have the potential to replace traditional marketing.
This presentation will provide a source for anyone interested in e-marketing, and will help to stimulate not only the interest in the area but also to be the base for future research of effects that e-marketing has on e-users.
Although electronic commerce can embrace the execution of transactions using any electronic media, the literature refers only to Internet or web marketing. According to Harridge-March (2004) if mobile telephones, digital TV are to be used as tools with which to access the Internet, the term “Internet marketing” is not so correct, and the term “interactive marketing” or “electronic marketing” is more appropriate.
“E-marketing is the use of electronic data and applications for planning and executing the conception, distribution, promotion, and pricing of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. It affects traditional marketing by increasing efficiency in traditional marketing functions, and the technology of e-marketing transforms many marketing strategies” (Strauss and Frost, 2001).
Many papers have been written, including those devoted to the use of e-marketing in transaction and payment completion, individualized and real-time pricing issues, disintermediation, data mining and manipulation, examining individual customer behaviors, and relationship-building and some of them have gone as far as suggesting that there is a new marketing paradigm for electronic commerce (Hoffman and Novak, 1997).
E-marketing as a latest type of marketing has been considered in an attempt to evaluate it, using the familiar seven Ps of promotion, price, product, place, process, physical evidence and people (Booms and Bitner, 1981) and its potential contribution to the marketing practice.
2.1. Characteristics of e-marketing
E-marketing is similar to traditional marketing but it is very important to know the characteristics that distinguish this environment form the traditional marketing environment (Pride and Ferrell 2004):...