Industry Analysis Paper
Introduction
E-marketing is defined as "a type of e-commerce that achieves marketing objectives through the use of electronic communications technology such as the internet, mobile phone, e-mail, and databases" (Smith & Chaffey, 2005). Smith and Chaffey (2005) emphasizes the following points:
1. It should not be the technology that drives e-marketing, but the business returns from gaining new customers and maintaining relationships with existing customers.
2. E-marketing does not occur in isolation, but is most effective when it is integrated with other communications channels such as telemarketing, direct-mail, personal selling, advertising, publicity, sales promotion, and other promotional techniques
3. E-marketing should be based on knowledge of customer needs developed by researching their characteristics, behaviour, what they value, and what keeps them loyal.
4. Online channels should also be used to support the whole buying process from pre-sale to sale to post-sale and......
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Approximate Word Count: 1272
Approximate Pages: 6 (250 words per double-spaced page)
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