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 further development of customer relationships where this is appropriate.
5. The web and e-mail communications should be personally tailored to individual buyers based on the infomation obtained in the research
This paper will explore the evolution of market research and intelligence, evaluate the key external factors that have spurred or inhibited the development of e-Marketing, show the growth, and access the level of commitment to e-Marketing in the retail industry.
Market Research and Intelligence
Market research is a systematic approach to collecting, analyzing, and reporting data relevant to a business' specific marketing situation. There are many sources ...