E-Marketing – Is it indispensable for Today's Marketing?

R. Tamilarasan*
Professor & Head, Department of Management Studies, Dr. Sivanthi Aditanar College of Engineering, Tiruchendur, India.
Periodicity:June - August'2014
DOI : https://doi.org/10.26634/jmgt.9.1.2884

Abstract

Today, as we witness, e-marketing has changed the way goods and services are being marketed all around the world as well as in India. The Internet has become a valuable tool to optimize the success of marketing of goods and services, as a practice deviating from the traditional marketing practices. E-Marketing practices have become the heart of a firm's marketing strategies. E-Marketing strategies can range from simply putting up a blog to build an online community and marketing through social media channels, with email or through viral marketing campaigns etc. However, it mainly focuses on how best the strategies relating to product, price, place and promotion can best be made suitable to attract and retain prospects / loyal internet savvy customers. It altogether becomes vital to explore how the Internet as a marketing platform can be exploited to market goods and services, that could result, it result in reinventing the marketing wheel to evolve strategies that best serve the needs of e-marketing world. Hence, this article explores the domain and dynamics of strategies in the emerging e-marketing world.

Keywords

E-Marketing, Traditional Marketing, Strategy, E-CRM, Customer Value, Marketing Transformation, Internet Eva.

How to Cite this Article?

R. Tamilarasan (2014). E-Marketing – Is it indispensable for Today's Marketing? i-manager’s Journal on Management, 9(1), 1-5. https://doi.org/10.26634/jmgt.9.1.2884

References

[1]. Chaffey, Dave, Chadwick – Fiona Ellis; Johnston, Kevin and Mayer, Richard, (2012). “Internet Marketingstrategy, implementation and practice” Pearson, New Delhi, 3rd Edn., pp.214-256.
[2]. Strauss, Judy, Ansary-Adel El and Frost, Raymond, (2008). 'E- Marketing', Eastern Economy Edition, PHI, New Delhi, IVth Edition, pp. 135 – 229.
[3]. Berman, Barry, Evans, Joel.R and Mathur, Mini, (2011). “Retail management – A Strategic Approach”, Pearson Education, New Delhi, 18th Edn, pp 169 – 180.
[4]. Joseph, P.T, S.J, “E- commerce – An Indian perspective”, PH1, New Delhi, 3rd Edn., pp. 158-201.
[5]. Paul, P. (1996). “Marketing on the Internet”, Journal of Consumer Marketing, Vol.13, No.4, Pp 27-39.
[6]. Prabhakar, P.R (2000). “Who owns the online consumer?”, Journal of Consumer Marketing, Vol. 17, No. 2, pp. 158-71.
If you have access to this article please login to view the article or kindly login to purchase the article

Purchase Instant Access

Single Article

North Americas,UK,
Middle East,Europe
India Rest of world
USD EUR INR USD-ROW
Pdf 35 35 200 20
Online 35 35 200 15
Pdf & Online 35 35 400 25

Options for accessing this content:
  • If you would like institutional access to this content, please recommend the title to your librarian.
    Library Recommendation Form
  • If you already have i-manager's user account: Login above and proceed to purchase the article.
  • New Users: Please register, then proceed to purchase the article.