Strategic Marketing and e-Business

John M. Rudd (), Neil Shepherd and Nick Lee
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John M. Rudd: Aston University
Neil Shepherd: Aston University
Nick Lee: Aston University

A chapter in Handbook of Strategic e-Business Management, 2014, pp 309-324 from Springer

Abstract: 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 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-642-39747-9_14

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DOI: 10.1007/978-3-642-39747-9_14

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