Marketing and E-Marketing

Marketing has always been the voice of the customer—a conduit through which the rest of the company can hear the wishes of its customers. With the Internet, the voice of the customer becomes a shout. E-marketing refers to the use of the Internet and digital media capabilities to help sell your products or services. These digital technologies are a valuable addition to traditional marketing approaches regardless of the size and type of your business.

E-marketing is also referred to as Internet marketing (i-marketing), online marketing or web-marketing. As with conventional marketing, e-marketing is creating a strategy that helps businesses deliver the right messages and product/services to the right audience. It consists of all activities and processes with the purpose of finding, attracting, winning and retaining customers.

What has changed is its wider scope and options compared to conventional marketing methods. This book discusses the tools and techniques being used today to harness the vast marketing potential of the Internet. The text presents the Internet as a strategic marketing tool.