Master of Arts

E-Marketing: A new approach to the new economy
Jonika Kromidha
Stavroula Krypotou
Department of Business Administration
PgD/MSc in International Marketing
250, P. Ralli &Thivon, 12244 Aigaleo
E-mail: [e-mail]
E-mail: [e-mail]

Abstract
With increased globalization of the world economies, for most enterprises market opportunities seem to be endless. Departing from the traditional marketing, innovative managers are looking for unique ways to compete more effectively on a local, regional and global basis. This is being shaped by advances in digital telephone networks, interactive cable television, on line services, personal computers and
Internet. These technological advances inevitably change the face of marketing. Their attributes may be utilized for a successful marketing presence, serving the audience and reflecting the companies’ strategies. The fundamentally different environment for marketing, that it is provided by Internet, requires different approach. Organizations find more and more important to represent themselves on Internet to get more customer, to increase the public’s awareness of the companies and their products, and to sell more of their products. Used properly, Internet and electronic marketing can be powerful source of competitive advantage in global markets meanwhile interactive technologies will have become a mainstream component of shopping for most consumers. The paper concludes that electronic marketing has become an accepted part of marketing concept, it should be seen as a valuable and complementary tool, and managers should embrace new technology in order to create greater value for customers. Marketers need to evaluate their electronic offering regularly in order to ensure that it meets customer needs and utilizes technology to the best effect.
Electronic marketing does not yet have the potential to replace traditional marketing.

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