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The Role And Importance Of Internet Management Marketing Essay

In today's highly digital world and fast paced business environment, the use of technology is something inescapable especially that increasing numbers of people are spending additional time in the utilization of personal computers and the Internet. Corresponding to Besselaar, P. (2001), what most people nowadays experience is recognized as the go up of the e-commerce era wherein individuals are relying more and more in the utilization of technology, specifically the Internet, as it pertains to achieving their daily routines like eating, shopping, socializing, etc.

Since an enormous chunk of consumers are now online, it isn't surprising to start to see the presence of several businesses as well in the Internet since their purpose is to catch up with the new lifestyle and demands with their consumers. Given this new craze called "e-commerce" which was in essence fueled by an incredible number of online shoppers across the world, most businesses today are positively participating in various advertising and promotional attempts online (Russell, M. 2009).

According to Russell, M. (2009), most businesses today are fast creating their companies in the Internet realm due to the fact the customers is there. In fact, there already are many companies whose main occupation was mainly built and proven online. Hence, because of the amazing changes in the ways of conducting the business, there's a continually growing need to comprehend how the Internet works, the way the business could work online and what sort of specific business could effectively make an online search in order to market the company's products online.

The idea called "Internet Marketing Management" simply handles the most effective and cheap ways of reselling one's online business and tapping a much wider and more profitable market segment (Besselaar, P. 2001). Aside from this, there are many benefits and advantages in making use of the Internet in advertising a business' products and services.

One benefit for ONLINE MARKETING is the omnipresence of the Internet or cyberspace which can be utilized whether one is at home, at work or even outside the country. This type of marketing medium is with the capacity of removing the most typical hurdle such as availability between your consumer and the business as both can gain access to the web wherever and whenever they may be (Shaalz, 2010).

Moreover, the use of the Internet is very cost-efficient as there is merely minimal costs involved with mailing e-mails and establishing a website for the business. Also, the business can send immediate reactions to its client in a more customized and customized way which might help promote a wholesome business-client relationship. Furthermore, any product updates, price changes and reports about the company may be made immediately in the Internet (Shaalz, 2010).

Given these many features of utilising the web for businesses, there may be undeniably a need to further explore the highly increasing role of ONLINE MARKETING Management and its own importance in the e-commerce field.

Importance of Research

The results of the study shall profit organizations and organizations that utilize internet marketing in conducting business. Since the primary objective of the is the study of the extending role of internet marketing in businesses today, the results shall guide owners and businesses how to streamline their respected processes in relation to the usage of internet marketing.

References to some Books to be Employed

Certain organizational changes have facilitated the expansion of romance marketing. Amongst these the most important is the role description of the users of the business. Through a variety of changes in organizational processes, companies are actually directly including users of products and services in the purchase and acquisition decisions of the company. For a considerable time, these functions were managed by the procurement team as a specialised function, with little or no input from the actual users of these products and services. Thus the parting that existed between your producer and the user because of the existence of consumer middlemen, operating as gatekeepers, is possibly bridged oftentimes. Wherever such changes are being made, direct interaction and cooperative romantic relationship between providers and users develop.

Finally, in the post-industrialization period the increase in competitive level is forcing marketers to get worried with customer retention. As several studies have suggested, keeping customers is less costly and perhaps a far more sustainable competitive benefits than acquiring clients. Marketers are noticing that it costs less to sustain customers than to be competitive for new ones (Rosenberg & Czepiel 1984). Around the supply area it pays more to develop closer romantic relationships with a few suppliers than to develop more sellers (Hayes, Wheelwright and Clark 1988; Spekman 1988). Furthermore, several marketers are also concerned with keeping customers for life, rather than just making a one-time sales (Cannie and Caplin 1991).

In synopsis, relationship-orientation in marketing has staged a comeback. It had been only during the top of industrialization that marketing's orientation shifted toward a transactional strategy. With the development of middlemen, and the parting of makers and users, there was a greater trades orientation. Industrialization led to a reversal in the relationship between resource and demand, when credited to mass creation efforts companies created excess supply of goods and services and were them selves preoccupied with obtaining production efficiencies. Thus, they needed middlemen to service the client. The middlemen subsequently, followed a transactional approach as these were more considering the economic benefits of exchange than the worthiness of creation and/or usage. Although efficiencies in product distribution were achieved through middlemen, effectiveness had not been always accomplished as was visible from the books on channel issue.

Although the exchange paradigm has been very helpful in the introduction of marketing theory, it offers outlived its utility. Born out of the transactions target, the exchange paradigm functions a useful purpose in explaining value distribution among marketing celebrities. In the commercial age, where only manufacturers created value through their developmental and development activities, and middlemen shared the chance of ownership and provided enough time and place tool, exchange paradigm was a useful way to study value syndication among these marketing celebrities. Consumers derived a surplus and electricity out of this exchange, but they could not contribute the maximum amount of in value creation. However, where consumers are involved in co-production and have interdependent connections with producers, the matter for value creation is paramount. For example, in home building, purchasers become involved and emotionally fastened with the home building process seeking to create value for the coffee lover. The nature of interactions between the builder and the house buyer is not related to the exchange approximately it to create a dream home for the buyer. Exchange paradigm may explain the transaction in an existing home sales where value distribution is being performed; however, in the house building case or other situations where consumers are directly involved as co-producers, co-designers or co-marketers, there's a need for an alternative paradigm of marketing.

Galloway et al (2004) reviewed the development of internet based businesses and their particular potential in overcoming problems being experienced by entrepreneurs in Scotland. The study has found out that variable encounters for the forum concludes that the perfect forum constitute, group and impact are inseparable from the local business context. Additionally, it was concluded by this study of Galloway et al that the long run sustainability of the forum is deemed problematic because the more effective the forum is allowing the rural business of ICT; you will see less need of a forum.

Poon and Swatman (1997) conducted a study with smaller businesses in Australia that use the Internet for his or her businesses. This analysis centered on the identification among the individuals in the role of the web as a communication medium; enthusiasm of the management in the consumption of Internet in their business; the recognized benefits in using the Internet; the level of the integration between your Internet and inner management system; and the need to being entrepreneurial with the consumption of Internet software. It had been concluded by the writers that the most crucial factors that have an impact on internet use in companies are the dedication of the management and the identified benefits.

On a related research, Chau (2003) conducted a study among thirty four Australian SME's. This research study has revealed that a wide range of e-commerce activities are grouped into six categories particularly : banking, marketing communications, customer support, sales and marketing, augmentation of existing business processed; and cost lowering. It was concluded that the huge benefits from e-commerce boosts if the company makes changes in the organizational composition and procedures that are complementary.

Objective of the Research

This research proposal entitled the "Role and Need for Internet Marketing Management in E-Commerce" is intended to examine the increasing role and importance of the application of the basic concepts of Internet Marketing Management in neuro-scientific e-commerce.

Specifically, this study aims to achieve the following identified aims:

To define the concept of Internet Marketing Management

To define the concept of e-commerce

To determine the essential principles of ONLINE MARKETING Management and its importance

To briefly identify the introduction of e-commerce and its importance

To examine and assess the role that ONLINE MARKETING Management plays with regards to e-commerce

To identify the value of Internet Marketing Management in relation to e-commerce

In relationship with the above mentioned research targets, the researcher seeks to answer the following research questions:

What is ONLINE MARKETING Management?

What is e-commerce?

What are the basic principles of Internet Marketing Management and how important is it in today's digital world?

How have the development of e-commerce transpired and how important could it be in today's digital world?

How might you examine and examine the role that ONLINE MARKETING Management plays in relation to e-commerce?

How will you identify and rate the value of ONLINE MARKETING Management with regards to e-commerce?


This research will utilize the positivist research method as applied in a research study setting up. The positivist theory was created in 1853 by the French philosopher Augusto Comte. According to him, "all good intellects have repeated, since Bacon's time, that there can be no real knowledge but whatever is dependant on discovered facts". Comte has gained attention with regards to many issues by this statement. The first issue is that reality is objective and external to some point, which is what's called as ontological assumption. The next issue is the fact knowledge requires the observation of truth, thus, this makes knowledge important (cited in Easterby-Smith et al. , 2006). The positive strategy gained acceptance in the United Kingdom and USA since the assumptions of this theory are understandable (Delanty, 2003). The main assumptions of positivism are self-reliance, value-freedom, causality, hypothesis and deduction, operationalization, reductionism, generalization, and cross sectional examination.

The ontology of the positive theory is the world of goal. It is completely 3rd party from human beings. The positive person assumes that the world is exterior and objective, and that people have no any effect on the social truth (Chua, 1986). Epistemology, it is considered that all the observations are independent from theories, in other words positive researcher have a tendency to test hypotheses and after that he/she can deduce future happenings (ibid. ). Positive researcher can be inductive or deductive. Induction is a process beginning with observations in order to develop theories. On the other hand, deduction is an activity where you begin from theory (hypotheses), so the researcher will make further observations to ensure that the theories meet the studies (Drever, 2007).

Essentially epistemology concerns itself with how knowledge is accepted, how we know what we realize. It is about how precisely we can build which truths are both satisfactory and legitimate. Western epistemologists have often recognized between two types of knowledge which is gained through reason together and whatever is gained through application and experience. The epistemology that will be modified in this research is the data gained in the region of commercial deal through application of rules and the experience of legal experts.

The central component in any philosophy is its epistemology which identifies the idea of knowledge and the fundamental epistemological question of how we know what we know. In epistemology one strives to create truthful and justified information and explanations of the world. Connected with epistemology is the philosophical platform of ontology, which Johnston (1986) explains as the type of being, lifestyle and certainty, or 'what can be known'. The manner where we answer fully the question of 'what is out there' determines what can be accepted as truth and so is the foundation of every investigation. The divergent epistemologies and ontology's mutually advise the methodologies for just about any little bit of research, which, in turn, must be appropriate to the questions or problems that prompt the study enterprise.

A qualitative study by using descriptive methodology will be utilized mainly because of this research study to achieve the aim of examining the increasing role and importance of the application of the basic key points of ONLINE MARKETING Management in the field of e-commerce. This paper is a qualitative research. Matching to Hartman, Lewis, and Powell (2002), a qualitative research focuses on analysis of situations. It handles qualitative data, which handles descriptive analysis of what happened. A qualitative research is also concerned with understandings, functions, interpretation, which is very particular, compared to deductive studies (ibid). Qualitative research is a way used to elicit in depth verbal and written explanations or accounts of characteristics, conditions and situations. (Rubin & Rubin 1995; Alasuutari 1998; Stringer 1999).

A large amount of respondents totalling to 200 businessmen whose main businesses can be found online will be asked to participate in the research study. Using a random generation of phone numbers and the utilization of the Computer Assisted Phone Interview (CATI) technology along with a two-stage stratified sampling method, respondents will be picked based on the criteria arranged by the researcher.

The qualifications and criteria establish by the researcher include: Guys/females, 25-55 yrs. old, companies selling various products and services online and whose business is active in the several advertising and promotional activities online.

The qualitative analysis because of this research will be split into two. The first period of the qualitative study will involve a gathering and collection of relevant academics literatures related to the subject areas on E-Commerce and ONLINE MARKETING Management, each responding to the above-given identified objectives. This calls for a three-month amount of collecting and compiling related literatures and prior studies related to this issue through aid from various archival devices such as publications, books, magazines and previous researches related to the same theme.

The next period of the qualitative review will involve a floating of review questionnaires to the 200 pre-selected respondents who mainly companies are available various products and services online. Finally, the 3rd phase calls for a series of interviews and targeted group conversations by the recruited individuals and respondents for this particular study.

The main research tools and tools which will be utilized because of this study is solely qualitative in dynamics as this research is designed mainly to address the main purpose of this research study which is the identification of the role and importance of ONLINE MARKETING Management with regards to e-commerce.

Qualitative research stocks the following aspects of clinical research: (1) seeking an answer to a question, (2) using a systematic approach to a predefined set of types of procedures, (3) data collection, (4) producing results which have not been predetermined, and (5) producing results that are reproducible and can have implications beyond the immediate scope and constraints of the study. But apart from showing these basic features, qualitative research also looks for to answer a particular research problem or question from the point of view of the local population where it is embedded. This gives go up to valuable insights in to the culturally specific values, opinions, behaviours, public contexts, and activities of particular populations (Mack et al. 2005).

In addition, qualitative research is also more compatible with doing studies on communal and cultural phenomena. Qualitative data options are obtained firsthand, including "observation and participant observation (fieldwork), interviews and questionnaires, documents and texts, and the researcher's impressions and reactions" (Myers 1997). Qualitative data may take the proper execution of field notes, audio (and sometimes video recording) recordings, and transcripts (Mack et al. 2005).

Also, since the requirements had a need to address the goals and objectives of the study is simply descriptive in characteristics, the research tools and musical instruments proposed by the researcher were also descriptive in nature that involves a self-assessed survey questionnaire, interviews and concentrated group discussions. Some of the important questions that will be asked of the respondents include "How will you rate the value of Internet Marketing in the success of your business?", "What role will ONLINE MARKETING play in your business' success?, "How lively are you in doing ONLINE MARKETING in your business?"

The researcher proposes that data for this qualitative analysis will be gathered and made via the Computer Assisted Telephone Interview (CATI) technology which will be the primary tool which will be used to conduct the interviews because of this research study. Also, this tool will be used to randomly select the participating respondents in this research study. Using a random generation of cell phone numbers along with a two-stage stratified sampling method, respondents will be arbitrarily selected predicated on the criteria placed by the researcher.

To ensure the quality of the chosen trained respondents and also to increase the self-assurance, accuracy and stability of the study results, all the info collected in this research study which include the documented interview interactions as well as the documented FGDs will be recorded, transcribed and then collated. Furthermore, all the documented interview conversations will be encoded into a written survey for an easier tabulation, interpretation and research of all raw data obtained from the respondents.

This qualitative study which is principally descriptive in dynamics intends to ask 200 businessmen, whose line of business is mainly online or in the Internet, given an identified set of conditions. This research intends to disperse self-assessed survey questionnaires to the respondents and use the Computer Assisted Mobile phone Interview (CATI) technology in executing the interviews and targeted group discussions because of this research newspaper. The SPSS or the Statistical Package for the Social Sciences program will be used for a much clearer and appropriate data analysis.

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