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Research Paper | Management | Bahrain | Volume 3 Issue 6, June 2014

The Development of e-Marketing Strategies: A Conceptual Approach

Christopher Manimtim Panganiban

Abstract: E-marketing is more than just the creation and maintenance of a website. It involves the whole procedure involved by the company so as to create and promote a product; by an organization which exists in reality. The strategy of the E-marketing includes the advertising of the products using the websites with the help of search engine marketing and social media. The use of the Internet has increased in recent years remarkably. Many research findings confirm and support being of positive effects of e-marketing on an enterprise's competitive advantage. The research will start by understanding the mission and goals of the company. Then it will continue in exploring the internal and external environment of the company. This conceptual paper attempts to address this deficiency via the development of a new framework that is based upon two key dimensions: type of product and level of integration. Analysis indicated that the effectiveness of these strategy variables varied; depending on the strategic orientation adopted by the firm. Further in the research we will see how the company recognizes every need in the market and how it offers products for different customer segment. The study will finalize by analyzing consumer perception on the marketing strategy used by the company. The focus of the study is the formulation of marketing strategies for the company's future expansion into strategically important markets.

Keywords: Distribution strategy, Communication strategy, Perceived usefulness of internet technologies, E-price strategy, Development

Edition: Volume 3 Issue 6, June 2014,

Pages: 557 - 559

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