Emarketing 12 Dec 06

Introducing The Business School
Colin Armistead
Professor of Operations Strategy and Management
Head of Research
Director of the Centre for Organisational Effectiveness
12 December 2006
www.bournemouth.ac.uk
About the Business School
• Teaching:
• E.g. BA (Hons) Business Studies with
• Marketing
• E-Business Management
• Enterprise and Consultancy
• MA, MSc, MBA courses
• Research degrees: PhD, DBA
• Services to Business:
• Consultancy, short courses, Knowledge Transfer Partnership
• Research:
• E.g. Centre for Organisational Effectiveness
• Recent Project: “Surviving Startup” (www.survivingstartup.co.uk)
For more information, please visit: http://business.bournemouth.ac.uk

E-marketing: An Overview
Peter Erdélyi
Senior Lecturer in Strategy & Marketing
Centre for Organisational Effectiveness (COE)
12 December 2006
Contents
• What is e-Marketing? Definitions

• e-Marketing and e-Business
• Marketing and strategy
• E-Marketing for micro-enterprises and
SMEs
• Recent trends
• Conclusions
What is e-Marketing?
The simplistic definition:

• “e-marketing is the result of information
technology applied to traditional
marketing.”
(Strauss, El-Ansary & Frost 2006)
• However, it is easy to lose sight of the big

picture, if we only think about e-marketing
in the narrowest sense as:
• Website marketing
• E-mail marketing
• Online (banner) advertising
• Search marketing
A more considered definition:

• “E-marketing is the use of information
technology in the processes of creating,
communicating, and delivering value to
the customers, and for managing
relationships in ways that benefit the
organization and its stakeholders.”
(Strauss, El-Ansary & Frost 2006)
The Value Chain
(Porter 1985)
What is new about e-Business?
1. Speed 6. Data visibility and

2. Distance integrity
3. Time 7. New business
4. Cost models
5. Customer 8. Scope
expectations 9. Systemic thinking
10. Competitiveness
(Clegg et al 2005)
E-Business Adoption Ladder
The DTI’s e-business adoption ladder:

Step 1: a business owns a PC
Step 2: uses e-mail
Step 3: has a publicly accessible website
Step 4: supports on-line ordering
Step 5: supports on-line payment
Step 6: supports on-line order tracking
Step 7: integrates ICT into its fundamental operations
(DTI 2001)
Digital Nervous System
Procurement
ProcurementFinance
Finance/ /
Accounting
Accounting/ /Control
Control
Supply
SupplyChain
Chain
Management
Management/ /Human
Human
Resource
ResourceManagement
Management
Basic
Basic Operation
Operation
Business
Business Digital
Digital Strategic
Strategic
Reflexes
Reflexes Nervous
Nervous System
System Thinking
Thinking
Customer
Customer
Interaction
Interaction
Consumer
Consumerrelationship
relationship
management
management/ /Selling
Selling
chain
chainmanagement
management/ /
Supply
Supplychain
chain
(Gates 1999) management
management
“Businesses to adopt
YouTube model”
“Businesses will soon come to see user-

generated content as an unavoidable
part of everyday business, according to
Cisco Systems Chief Executive John
Chambers.”
USA Today, 5 December 2006
To summarise…
• e-Marketing has to be considered as an integral part of

the overall business strategy
• E-Marketing/e-Business can offer unique opportunities
for micro-enterprises and SMEs to strengthen their
competitiveness
• The emergence of information and communication
technologies (ICTs) is fundamentally changing the
business environment, business practices and consumer
behaviour
• The customer is king, yet the customer doesn’t mind
doing some of the work
• Ultimately it’s not about technology, it’s about people:
relationships, communities and social interaction
References
Clegg, C. W. et al (2005) “Sociotechnical Study of e-Business: Grappling with

Octopus.” Journal of Electronic Commerce in Organizations. 3 (1), 53-71
DTI (2001) Business in the Information Age: International Benchmarking Report
Fill, C. & K. E. Fill (2005) Business to Business Marketing: Relationships,
Systems and Communications. FT Prentice Hall
Gates, B. (1999) Business @ the speed of thought. New York: Warner Books.
Porter, M.E. (1985) Competitive Advantage: Creating and Sustaining Superior
Performance, Free Press
Strauss, J., El-Ansary, A. & R. Frost (2006) E-Marketing. 4th ed. Pearson
Prentice Hall
USA Today (2006) “Chambers: Businesses to adopt YouTube model.”
05/12/2006

Emarketing 12 Dec 06

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Introducing The Business School

For more information, please visit: http://business.bournemouth.ac.uk

• What is e-Marketing? Definitions

The simplistic definition:

• However, it is easy to lose sight of the big

A more considered definition:

1. Speed 6. Data visibility and

The DTI’s e-business adoption ladder:

“Businesses will soon come to see user-

• e-Marketing has to be considered as an integral part of

Clegg, C. W. et al (2005) “Sociotechnical Study of e-Business: Grappling with

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