E-marketing: Towards a conceptualisation of a new marketing philosophy

El-Gohary, Hatem (2011) E-marketing: Towards a conceptualisation of a new marketing philosophy. In: Innovations in SMEs and Conducting E-Business: Technologies, Trends and Solutions. IGI Global, pp. 133-151. ISBN 9781609607654 (ISBN)

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This chapter aims to add to the accumulative knowledge in the field of e-marketing through conceptualising e-marketing as a new marketing philosophy. The review of the literature has revealed that one of the main obstacles to developing e-marketing potential is the absence of a clear conceptualisation of e-marketing purpose and definition. The majority of researchers within the field misuse the term e-marketing and are using the terms e-business, e-marketing, e-commerce and Internet-marketing interchangeably as if they are similar or have the same meaning, which is incorrect. For example, e-marketing is broader in scope than Internet marketing since it refers not only to digital media such as the Web, e-mail, and wireless media, but also includes electronic customer relationship management systems and the management of digital customer data, etc. In contrast, e-commerce and e-business have a wider and broader scope than e-marketing. The differences between these terms as well as the main components of e-marketing are illustrated and discussed in detail within the chapter towards achieving a conceptualisation of e-marketing as a new marketing philosophy and to build a ground base of understanding for these different concepts. The chapter will help researchers and scholars in the field of e-marketing to have a clearer view towards its concept that in turn will contribute to the related accumulated knowledge in the field. © 2011, IGI Global.

Item Type: Book Section
Identification Number: https://doi.org/10.4018/978-1-60960-765-4.ch008
Subjects: CAH17 - business and management > CAH17-01 - business and management > CAH17-01-03 - marketing
Divisions: Faculty of Business, Law and Social Sciences > Birmingham City Business School
Depositing User: Hussen Farooq
Date Deposited: 29 Nov 2016 16:38
Last Modified: 22 Mar 2023 11:49
URI: https://www.open-access.bcu.ac.uk/id/eprint/2053

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