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Past Issue • Jul-Sep 2011

E-Marketing: Theory and Application

Whether you are a “bricks and mortar” business or an online travel portal, e-marketing is a force you cannot ignore.

Stephen Dann and Susan Dann take us through a brief history of the Internet and the journey of how e-marketing strategies have evolved. The authors combine theoretical knowledge with case studies and present useful tips for businesses looking to build their presence online.

What is e-marketing? The authors begin by defining the communication methods that qualify as e-marketing. Unlike print and other non-electronic marketing media, e-marketing or computer mediated communication (CMC) methods are interactive. To set the definitions, the authors have used the Hoffman and Novak one-to-many-to-one communication model. After setting the framework, the authors also discuss the various tried and tested e-marketing strategies, such as a product’s life cycle on the Internet and online consumer behaviour.


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    This article was contributed by the staff and affiliated contributors of ISBInsight.
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