“Privacy and Spamming Ethical Issue in E-Marketing”

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It is contended that we are all living in a transitional economy and given the implications of globalization and information technologies for business and commerce, no economic system displays stability. The Internet poses fundamental challenges to the issues central to society, namely free speech, privacy and national sovereignty. With the advent of e-marketing, it brings with it a host of ethical issues surrounding customer privacy. The topic of protecting individual and corporate privacy as a major ethical issue has triggered a wave of governmental legislation and has created an entire segment of Internet industry firms whose mission is to help consumers protect sensitive and personal data on the web. It is believed that ethical issues involving Internet marketing are basically the same as in other forms of marketing. If a firm has been able to gain the confidence of the consumer through demonstrated fair practices, the same level of confidence should be imputed to the e-transaction. The real challenge is for the true "virtual business" that lacks the traditional brick and mortar image of stability and consumer access. Through this paper we will relate the prevailing systems of e-marketing with various types of ethical issues respectively, and try to conclude the future viability of the same.


E-Marketing is the process of marketing product/services using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. E-Marketing is the short form of Electronic Marketing.

Electronic-Marketing is the lifeblood of modern business. E-Marketing may be defined as the process of building and maintaining customer relationship through internet activities and to satisfy the goals of both buyers as well as sellers. As far as traditional marketing is concerned “Marketing is human activity directed at satisfying needs and wants through exchange process” (Kotler and Turner, 1981). Marketing is the function of management responsible for identifying, anticipating and satisfying customer requirements profitability. The basis of marketing remains the same planning to deliver the right message to the right people at right time. What has changed is the number of options.

Very simply put, marketing or electronic marketing refers to the application of Marketing principles and techniques via electronic media and more specifically the Internet. The terms marketing, Internet marketing and online marketing, is frequently interchanged, and can often be considered synonymous. Marketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. By such a definition, marketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity. The web is now established in India as a mass-market media channel for the wealthy. Email has become a mass-market media channel for office workers and professional classes, but the use is more fractured than in Europe. The main changes in internet access both at home and at work have happened in the last five years and have seen the internet has become an essential part of office life. The number of people with access continues to rise, but it is still only 5% of the country. The time they spend online is rising too and the frequency of use is rising: people who have access use it a lot and continue to use it more and more. In this report we have collated together a market snapshot of how internet access and use in the country is developing. Internet access growth started accelerating in 2002 and both the web and email have now...
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