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Essay / Research Paper Abstract
This 6 page paper that explains how online marketing differs from traditional marketing, and what types of eMarketing Tools are used to gain and retain customers on the internet. The bibliography cites 9 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEemarketing.rtf
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Unformatted sample text from the term paper:
those on the internet have to attract customers to make the sales. This means marketing or emarketing. Emarketing can be the key to success or failure on the internet, and
the importance can be seen when looking at a single segment of e-commerce. By looking at financial institutions, an area where there is a high level of competitive practices and
marketing plays an important role in the use of the services offered in 1995 world wide only 1 financial institution had web banking, by 2002 this increased to 6,000 had
this (Chaffrey, 2003). In 1995 only 50 financial institutions had their own web sites, by 2002 this is 14,000 and in 1995 there were no credit card applications submitted over
the web, but in 2002 1.5 million were submitted (Chaffey, 2003). Non of these application would have been made without some form of marketing informing and attracting the customers to
the application web site. Marketing in the eCommerce environment is very different to traditional marketing, it is a virtual world where there are no geographical barriers and perceptions become
more important than physical experience. This does not mean all models and theories need to be different, but they may need to be adapted. To consider how marketing is
divergent from traditional marketing and how it may be seen as similar we first need to define marketing. E-marketing has been
defined as "the application of the internet and related digital technologies to achieve marketing objectives" (Chaffey, 2003). This is a broad statement and shows how internet marketing can include the
use of the company web sites, e-mailings with links or information, as well as banners and links from other sites. The
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