E-marketing Essay

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Since the advent of trade in the infancy of human civilization its routine has never been transformed as profoundly as after the emergence of Internet and advent of e-commerce. In just less than one decade the Arpanet initially created as a limited access academic and research network into a global tool of communication, advertising, entertainment, and business known as the Internet.


The spread of e-business dates back late 1990s (the term itself was first coined in one of the IBM's accounts in 1997) has marked a new era in trade and service. Most often e-commerce is defined as a buying or selling process supported by electronic means in the electronic marketplace most conventionally via the Internet. For example, Tassabehji (2003) defines e-business as 'the conduct of business on the Internet, not only buying and selling but also servicing customers and collaborating with business partners' (p.5); Choi (1997) proposes the following definition: "the ability to perform transactions involving the exchange of goods or services between two or more parties using electronic tools and techniques" (p. 11). However, despite certain variations these and other available definitions emphasise the opportunities the commercial usage the Internet offers to the businesses in dealing with their external environment.
Nowadays, large transnational businesses, major domestic enterprises, and increasing numbers of small companies highlight development of electronic business and transactions opportunities as their key priority (Chaffey et ...
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