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e-marketing: Towards a Conceptualisation of a New Marketing Philosophy

e-marketing: Towards a Conceptualisation of a New Marketing Philosophy
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Author(s): Hatem El-Gohary (Birmingham City University Business School, UK and Cairo University Business School, Egypt)
Copyright: 2011
Pages: 19
Source title: Innovations in SMEs and Conducting E-Business: Technologies, Trends and Solutions
Source Author(s)/Editor(s): Maria Manuela Cruz-Cunha (Polytechnic Institute of Cavado and Ave, Portugal) and João Varajão (University of Trás-os-Montes e Alto Douro, Portugal)
DOI: 10.4018/978-1-60960-765-4.ch008

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Abstract

The chapter will help researchers and scholars in the field of e-marketing to have a clearer view towards its concept that in turn will contribute to the related accumulated knowledge in the field.

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