ABSTRACT
E-marketing can be defi ned as Achieving marketing objectives through the use of electronic communications technology. Smith and Chaffey (2001) note that Internet technology can be used to support these aims as follows:
■ Identifying – the Internet can be used for marketing research to fi nd out customers’ needs and wants. ■ Anticipating – the Internet provides an additional channel by which customers can access information and
make purchases – understanding this demand is key to governing resource allocation to e-marketing.
