ABSTRACT
This chapter introduces a direct determinant of e-marketing adoption level at the organizational level based on Electronic Marketing Orientation (EMO). It suggests three e-marketing adoption levels. The first level, the communication level, is a simple extension of the marketing communications department. Communications can be classified as out-going or in-going. The second level, the transaction level, concerns organizations which start to conduct marketing transactions using the Internet. Such transactions include selling products and accepting payments via web sites, online customer service Internet advertising and conducting market research on the Internet. The third level, the transformation level, is characterized by high interactivity, clear e-marketing strategy, and availability of resources to conduct e-marketing activities. Organizations empower themselves by using e-marketing strategy to drive corporate strategy, and the value chain becomes well interconnected. Dell depends heavily on the Internet as a direct distribution channel that allows customers to configure and order computers online according to their specifications.
