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E-marketing can be defined as 'Achieving marketing objectives through use of electronic communications technology'

This electronic communications technology includes: Internet, e-mail, database and mobile phone

As with many terms with the 'e' prefix, it is useful to return to an original definition of the topic to more fully understand what e-marketing involves. The definition of marketing by the Chartered Institute of Marketing ( ) is:

'Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability

This definition emphasises the focus of marketing on the customer, while at the same time implying a need to link to other business operations to achieve this profitability. Smith and Chaffey (2001) note that Internet technology can be used to support these aims as follows:

Smith and Chaffey (2001) also provide 'the 5S' a useful mnemonic for how the Internet can be applied by all organisations or for different e-marketing tactics. For example, for an e-newsletter, the 5S's are:

E-mail marketing tools used to drive visitors to a web site for customer acquisition or retention include: References Smith, P.R. and Chaffey, D. (2001) eMarketing eXcellence: at the heart of eBusiness. Butterworth Heinemann, Oxford, UK.

For more e-marketing books and Internet marketing related links compiled by Dave Chaffey see