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Clearly differentiate between e-commerce, e-business and e-marketing etc.

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Introduction

Assignment 1 Question 1 Q. Clearly differentiate between e-commerce, e-business and e-marketing etc. In order to undertake an assessment of the difference between e-commerce, e-business and e-marketing, a brief description of each type of activity, based on the views of the large majority of references found, will be given before a comparison between them is undertaken. The results of a literature search show that most authors typically suggest that e-marketing is part of e-commerce, which in turn is part of e-business. This assessment appears to be in tune with early views of marketing in which marketing was an equal function to finance, production and human resources (Kotler, 2000). Kotler suggests a more appropriate view of marketing is that the customer is the central controlling function and that marketing has a central integrative function (Kotler, 2000). This essay supports this view. As e-marketing becomes more established and increasing numbers of organisations adopt e-resources as part of their integrated marketing approach, it is suggested it will become increasingly accepted that e-marketing is an additional tool to be integrated into an organisation's marketing strategy. ...read more.

Middle

This has led to both productivity gains and an increase in its competitive advantage (O'Brien, 2002). E-business and e-commerce are often used interchangeably (Forrest, 2001). However, typically e-commerce is seen as being a sub-set of e-business (Strauss, 2001). It deals with the conducting of business transactions electronically (Summers, 2002). It 'refers to trading of goods and services using the internet and other digital media. It includes advertising, sales, customer support and payment mechanisms' (Chaffey, 2000). O'Brien's definition is very similar. However, he restricts the definition to the use of the internet, intranets and extranets (O'Brien, 2002). E-commerce transactions conducted on the internet, include a range of activities including selling, bill paying and dealing with suppliers and customers (Hoffman, 1997). Coupey describes e-commerce as being 'the completion of buying and selling transactions online'. He goes on to say that e-marketing is part of this process (Coupey, 2001). Examples of e-commerce web sites include: E-Commerce site Markets Type of products Amazon.com Business- to-consumer Physical goods: including books, music and videos Information content: articles, chats Services: auctions, gift services Barnesandnoble.com Business-to-consumer Physical goods: including books, music and videos Information content: articles, chats Services: ...read more.

Conclusion

In conclusion, the use of electronic resources is a relatively new, rapidly changing and evolving activity. It is therefore not surprising that there are some discrepancies concerning the definition of terms in this subject area, including the definition of e-business, e-commerce and e-marketing. Despite some discrepancies and interchange ability relating to the definition and use of these terms, a review of literature relating to this showed broad general agreement about the following: E-business refers to the broadest use of e-resources by an organisation in all of its operations. E-commerce is seen as a sub-set of e-business and refers directly to the conducting of business transactions using electronic means. E-marketing is typically seen as a sub-set of e-commerce and refers to the broad range of applications of e-resources to the marketing mix and the positioning of a product or organisation. It is suggested that it would be more appropriate for e-marketing to be seen as being part of an integrated marketing approach that has a central role to play in all of an organisation's activities, as described by Kotler (Kotler, 2000). It is predicted that this view will be held by increasing numbers of people as e-resources become better understood and used by organisations. ...read more.

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