ABSTRACT
Marketing of e-business is obviously crucial to whether you can successfully transform into e-business, However, it is more complex than just marketing to management. There are three aspects of market ing that must be addressed:
• Marketing to employees and managers. Even when upper management endorses e-business, this is usually not sufficient. You will get more support for e-business if employees and their supervisors support e-business,
• Marketing to customers and suppliers. How to market e-business to customers is a major focus of a number of books. Suppliers, however, are also important. You must gain their support and involvement. This is not automatic. Each supplier has its own agenda.
