[The evolution of e-marketing in the United Kingdom]

By

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University

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ABSTRACT

This paper will investigate the evolution of e-marketing in UK with the help of business-to-business international Internet marketing of UK based companies. A number of typical application areas will be examined in this research including manufacturing firms. The paper will highlight some of the underlying technologies used in e-marketing. Business-to-business international Internet marketing is one of the key drivers in sustaining an organisation's competitive advantage. The Internet has the potential to alter many aspects of current marketing theory and practice. Most early research studies have focused on the role of the Internet as a promotional tool. More recently, case-based studies are beginning to emerge on how the Internet may alter the marketing management process. There is a need to compliment these studies with additional quantitative research. This study will examine the influence of marketing style on the utilisation of the Internet among small UK manufacturing firms. Quantitative differences will be identified, however, in relation to use of information management systems and the management of internal organisational processes. The implications of these findings will be discussed and proposals will be made concerning the need for further research.

TABLE OF CONTENT

ACKNOWLEDGEMENTii

DECLARATIONiii

ABSTRACTiv

CHAPTER 1: INTRODUCTION6

Aim7

CHAPTER 2: LITERATURE REVIEW8

Electronic marketing8

Marketing and the Internet9

Marketing style and the Internet11

Predictors of Internet Adoption and Usage13

Technology and customer relations15

Adoption of the Internet as an E-Commerce Channel17

CHAPTER 3: METHODLOGY21

REFERENCES23

CHAPTER 1: INTRODUCTION

The scale of influence of the Internet on the world economy has been demonstrated by a research project commissioned by the American corporation Cisco Systems and undertaken by the University of Texas. The researchers concluded that currently within the US economy, the Internet generates annual revenues of $332 billion and supports almost 1,400,000 jobs. These figures are made more dramatic if one realises that these US Internet-based revenues cause this sector by itself to be one of the top 20 economies in the world, ranked almost equal to the entire gross domestic product (GDP) of Switzerland. Another observation which can be drawn from these data is that although the World Wide Web was only launched approximately the five years ago, in terms of total market size, the Internet is already rivalling well established sectors such energy, cars and telecommunications (McCarthy, 2000).

The USA has led the development of the world's Internet industry. Two sectors that have a natural affinity for the Internet are software and information services. They can both be ordered, paid for and delivered electronically. This is one reason why business-to-business markets, not consumer goods markets, are expected to continue to dominate the world of online ...