E-MARKETING

E-marketing: What is the effect of the lack of controls online when advertising across international borders?

Table of Contents

Introduction1

Purpose1

Thesis Statement2

Literature Review2

Research Methodology3

Online Marketing:3

The new concept of 4ps:4

Anticipated Outcomes5

Need for justification of E-marketing in Academia:6

Conclusion7

References8

E-marketing: What is the effect of the lack of controls online when advertising across international borders?

Introduction

Social media and online communities have brought dramatic change in business practices and increased competitive rivalry in international economic environment. Marketing and selling functions of organizations have been affected the most among all organizational functions (Blattberg & Deighton, 1991, Pp. 5-14). Organizations that have used social media as their strengths have gained a great deal of financial and competitive advantage over others because of spreading features of organization's products to a large number of diverse audiences with low costs due to marketing using social media. What we commonly think of as “marketing” has gone through fundamental change over the past decade, shifting from a narrow managerial/organizational focus to a much broader definition that acknowledges marketing's role in other institutional contexts and in society in general (Petkus, 2010, Pp. 64-74).

Purpose

The purpose of this research proposal is to discuss about the lack of controls while doing online advertising across international borders and there effects on overall marketing structure of the company. This is also an important problem of research proposal, which will be discussed throughout the paper.

Thesis Statement

“Lack of controls in marketing strategies through online marketing is causing inefficiency in overall effectiveness of the company”.

Literature Review

Although traditional offline marketing is still crucial, all indications are that in the near future, the influence and popularity of online media will increase. To be on the crest of this wave, it is necessary to determine what causes this or that reaction of people belonging to the different demographic groups and how each of them uses digital media to make decisions about the choice of brands (Hawkins, Mothersbaugh & Best, 2007, Pp. 119-122).

The processes of development of global information and communication technology are very dynamic at the moment and their opportunities for society and the economy for several years, the scale used. Ten years ago the Internet was considered primarily as a giant library and its main task was considered to help in finding the right information and providing access to it (Achrol & Kotler, 1999, pp 146 - 163). At present, "communication" stage of development the main task of the Internet is helping in the search for desirable partners, and providing funds for the organization with the right kind of communication with the necessary intensity. Recent studies have shown that the use of Internet-technologies can bring real savings and profit (Hanson, 2000, Pp. 23-29).

Statistics released by the Office for National Statistics showed the UK e-commerce online sales growth of 113 percent during 2002-2003 is in Europe. According to the Centre for Communication Policy 48/9 percent of internet users to their internet purchase and internet purchase afterwards the use of email and web search, as the third most popular internet activity is ...