Independents study Essay Example | Topics and Well Written Essays - 2500 words

Independents study - Essay Example Ordinarily, marketing is considered an activity or function performed by business firms. However, marketing can also be carried out by other organizations and even by individuals. Whenever you try to persuade somebody to buy something, you are performing a marketing activity. Broadly viewed, the essence of marketing is a transaction - an exchange. Marketing occurs any time one social unit strives to exchange something of value with another social unit. Thus, marketing consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs or wants ( Stanton, 1991). eMarketing is the "product of the meeting between modern communication technologies and the age-old marketing principles that humans have always applied.E-marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms eMarketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous." eMarketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. By such a definition, eMarketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity. E-marketing involves marketing planning within the context of the e-business e-environment. So not surprisingly, the successful e-marketing plan is based on traditional marketing disciplines and planning techniques, adapted for the digital media environment and then mixed with new digital marketing communications techniques This research looked into the advantages and limitations of eMarketing in an attempt to guide prospective marketers in the sale of their products. The Research Problem This research tried to look into the advantages and limitations of eMarketing. Much has been said about these aspects of emarketing but a few so far had looked into the benefits and limitations derived from it. Specifically, it attempted to answer the following questions: 1. What is eMarketing 2. What are the advantages of eMarketing 3. What are the limitations/disadvantages of eMarketing Related Literature This part describes and discusses important concepts, ideas, judgments and opinions of experts and authorities on topics which have bearing on the present study. The studies and literature have been reviewed to provide insights and to help the researcher in formulating problems and hypothesis and aid in the analysis and interpretation of data. What is eMarketing eMarketing is essentially part of marketing. The American Marketing Association (AMA) definition (2004) is as follows: "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders." Therefore eMarketing by its very nature is one aspect of an organizational