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.
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Notes
- 1.
For a broad ranging, informative and well structured discussion of these issues see Varadarajan (2010).
- 2.
Discussions on issues vi to ix are included in the other sections to reduce overlap.
- 3.
Source: Internet World Stats 2012. History and Growth of the Internet from 1995 till Today. Available at: <http://www.internetworldstats.com/emarketing.htm. > [Accessed 3 July 2012].
- 4.
Source: Office for National Statistics 2012. Retail Sales—2012. [online]. Available at: <http://www.ons.gov.uk/ons/rel/rsi/retail-sales/february-2012/stb-february-2012.html> [Accessed 3 July 2012].
- 5.
Source: Bloomberg Businessweek, October 8-14, 2012: see, also: Huffington Post 2012. Number of active users at Facebook over the years. Available at: <http://www.huffingtonpost.com/huff-wires/20120627/us-tec-google-social-network-facebook-growth/> [Accessed 3 July 2012].
- 6.
Source: The Guardian 2012. Twitter now has 10 m users in the UK. Available at: <http://www.guardian.co.uk/technology/2012/may/15/twitter-uk-users-10m> [Accessed 3 July 2012].
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Rudd, J.M., Shepherd, N., Lee, N. (2014). Strategic Marketing and e-Business. In: Martínez-López, F. (eds) Handbook of Strategic e-Business Management. Progress in IS. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-39747-9_14
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