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Strategic Marketing and e-Business

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Abstract

The dramatic growth in e-business is manifest in phenomena such as the surge in internet retailing, the boom in social media based marketing communications, and the centrality of e-commerce to many organizations’ core strategies. Despite this the precise implications of e-business for marketing strategy remain little-understood. In order to guide theory development and practice in the marketing strategy domain, it is of fundamental importance to take stock of the impact that e-business has had upon strategic marketing. Therefore, this chapter develops a conceptual framework in order to explicate the implications of e-business for strategic marketing theory and practice. We find that the impact of e-business on strategic marketing is far-reaching; influencing not only isolated departments, but the organization as a whole. Finally, we conclude that whilst organizations should be alert to the dynamic opportunities and threats posed by e-business, the guiding principle of value creation should not be forgotten.

Keywords

  • Strategic marketing
  • e-business
  • e-commerce
  • Strategy formulation

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Notes

  1. 1.

    For a broad ranging, informative and well structured discussion of these issues see Varadarajan (2010).

  2. 2.

    Discussions on issues vi to ix are included in the other sections to reduce overlap.

  3. 3.

    Source: Internet World Stats 2012. History and Growth of the Internet from 1995 till Today. Available at: <http://www.internetworldstats.com/emarketing.htm. > [Accessed 3 July 2012].

  4. 4.

    Source: Office for National Statistics 2012. Retail Sales—2012. [online]. Available at: <http://www.ons.gov.uk/ons/rel/rsi/retail-sales/february-2012/stb-february-2012.html> [Accessed 3 July 2012].

  5. 5.

    Source: Bloomberg Businessweek, October 8-14, 2012: see, also: Huffington Post 2012. Number of active users at Facebook over the years. Available at: <http://www.huffingtonpost.com/huff-wires/20120627/us-tec-google-social-network-facebook-growth/> [Accessed 3 July 2012].

  6. 6.

    Source: The Guardian 2012. Twitter now has 10 m users in the UK. Available at: <http://www.guardian.co.uk/technology/2012/may/15/twitter-uk-users-10m> [Accessed 3 July 2012].

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Correspondence to John M. Rudd .

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Rudd, J.M., Shepherd, N., Lee, N. (2014). Strategic Marketing and e-Business. In: Martínez-López, F. (eds) Handbook of Strategic e-Business Management. Progress in IS. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-39747-9_14

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