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Strategic Marketing and e-Business

In: Handbook of Strategic e-Business Management

Author

Listed:
  • John M. Rudd

    (Aston University)

  • Neil Shepherd

    (Aston University)

  • Nick Lee

    (Aston University)

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.

Suggested Citation

  • John M. Rudd & Neil Shepherd & Nick Lee, 2014. "Strategic Marketing and e-Business," Progress in IS, in: Francisco J. Martínez-López (ed.), Handbook of Strategic e-Business Management, edition 127, pages 309-324, Springer.
    • Handle: RePEc:spr:prochp:978-3-642-39747-9_14
    DOI: 10.1007/978-3-642-39747-9_14
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