E Marketing : Improving Marketing Effectiveness In A Digital World

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The domain of IT-enabled marketing is driven by hype and hope and there is little empirical evidencefor the often wild claims made by the IT industry providers. On the demand side, directors and managers, especially those outside the strictly functional IT domain, have grown increasingly confused by the breathtaking pace of technological progress, a progress that has theoretically made possible the transformation of marketplace to marketspace, bringing suppliers and consumers ever closer and giving those whom we serve much greater control over their own destinies. Alas, a great divide has appeared between what is possible and what is being achieved. The time is right for someone to attempt to bring order to the confusion, some simplicity to the complexity, so that practitioners might take better advantage of the commercial possibilities made available by IT. This is what this report does. It makes the complex more understandable and provides a valuable route map through the domain. Management Research in Practice is a major and authoritative series of management reports published jointly by Cranfield School of Management and Financial Times Prentice Hall. Covering a broad range of topical issues the reports are based on focused research projects coducted by Cranfield School of Management experts. Contents Introduction The Drivers of Change The E-Marketing Mix A Map of it in Marketing When to Use the Internet Software for Analysis and Planning Case Studies Conclusions: The Need for Further Research

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s Malcolm H.B. McDonald MA(Oxon), MSc, Phd, FCIM, FRSA is a Professor of Marketing Strategy and an independent consultant in marketing and IT.