Electronic Marketing: The Bigger Picture

Page, Kelly L. 2005. Electronic Marketing: The Bigger Picture. The Marketing Review 5 (3) , pp. 243-262. 10.1362/146934705774538340

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Abstract

For the area of electronic marketing to develop into an area of marketing theory and management, we need to refrain from concentrating on specific electronic resources and their attributes (e.g., the Internet) and focus on the bigger picture. The bigger picture is concerned with the many and varied electronic resources available and how they can be used for the management and implementation of marketing activities. It is from this premise that the core objective of this paper is to 1) critically review the literature on the use the of electronic resources for the management and conduct of marketing activities and 2) propose a framework that is structured in accordance with the marketing activities for which electronic technologies are used and not the electronic technologies themselves.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HF Commerce
Publisher:	Westburn Publishers
ISSN:	1469-347X
Last Modified:	21 Oct 2016 03:14
URI:	https://orca.cardiff.ac.uk/id/eprint/38447

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