Electronic marketing, the new kid on the block

Abstract

During the last decade, many organisations have developed some form of Internet presence. This paper considers electronic marketing, the latest type of marketing, using the familiar framework of the seven Ps of marketing – product, price, promotion, place (distribution), process, physical evidence, and people – in an attempt to evaluate electronic marketing and its potential contribution to marketing in general. The paper concludes that whilst not every marketer embraces the use of the Internet, this “new kid on the block” has become an accepted part of marketing activity. The paper concludes that electronic marketing does not yet have the potential to replace traditional marketing efforts. It should be seen as a valuable and complementary tool, and managers should embrace new technology in order to create greater value for customers.

Citation

Harridge‐March, S. (2004), "Electronic marketing, the new kid on the block", Marketing Intelligence & Planning, Vol. 22 No. 3, pp. 297-309. https://doi.org/10.1108/02634500410536885