Globalisation and technological improvements are imminent and
those that embrace it today will be better prepared for tomorrow. E-marketing
is growing at a dramatic pace and is impacting customer and market behaviours.
This has forced firms to start incorporating e-marketing as the main form of
marketing and try to meet their targeted customers’ needs to the satisfaction.
This paper investigates and states what is e-marketing, what the current trend
of the marketing field is and what the future of the marketing field is. The paper
has found and concluded that e-marketing is the future as it has been
positively affected by the current technological change which has made the use
of smart phones and gadgets a necessity.
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http://dx.doi.org/10.1108/03090560110401956
