Unit 9

Strategic Advantages of E-Marketing

Structure
9.1 Introduction
Objectives
9.2 Creating New Sources of Competitive Advantage
9.3 Direct Distribution Model
9.4 Re-engineering the Supply Chain
9.5 Targeting Underserved Segments
9.6 Lower Price Barrier
9.7 Delivery Systems for Digital Products
9.8 Creates an Efficient Marketplace
9.9 Creates a Virtuous Cycle
9.10 Summary
9.11 Glossary
9.12 Terminal Questions
9.13 Answers
9.14 Case Study

Caselet
Hotel Boosts Business, Cuts Costs with Facebook Contests
It has been a decade since Ramesh Murthy purchased the Beach View
Hotel in Goa. The hotelier had spent approximately `10 lakh a year on
newspaper and radio advertising to promote his business holiday events
without any dramatic results. That changed in December 2011, when Murthy
decided to forego traditional advertising and focus his resources on social
media. He now uses Offerpop to run competitions and promotions on his
hotels Facebook page. Offerpop is a social marketing application that
creates a social profile for every person who interacts with your page. It
provides campaign tools and applications that help marketers run smart
programs that fit the way their customers use social media. This results in
fun, effective ways to get people to participate with a brand and spread the
word, recruit more fans and followers, and drive revenue. Murthy says
business is already up 18 per cent since he started focusing on social media,
while his marketing costs are only 20 per cent of what they once were.
Source: Adapted from http://streetfightmag.com/2012/08/09/case-studyhotel-boosts-business-while-cutting-costs-with-facebook-contests/.
(Retrieved on 14 November 2012)

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9.1 Introduction
In the previous units, you have studied about the tools, techniques, as well as
the marketing mix involved in e-marketing. In the last unit, you read about the
applications of e-marketing. E-marketing is fast becoming popular in business,
as it offers several strategic benefits to businesses. More than merely selling
online, e-marketing uses Internet technology to establish links between sellers
and buyers and with vendors and channel partners. It helps organizations to
compete in a borderless world. It rewrites the rules of competition and offers
limitless opportunities to discover new markets, diversify into new businesses
and create new distribution channels. It creates new sources of competitive
advantage; provides a direct distribution model; reengineers the supply chain;
targets underserved segments; lowers the price barrier; leads to new delivery
methods, as well as creates a virtuous cycle. Let us take a close look at each of
these benefits in detail.

Objectives
After studying this unit, you should be able to:
discuss the creation of new sources of competitive advantage
describe the direct distribution model
explain supply chain re-engineering
discuss targeting of underserved segments
identify the delivery methods and efficient marketplace
explain the concept of lower price borrier
describe delivering systems for digital products
discuss how e-marketing creates an efficient market place
explain how e-marketing creates a virtuous cycle

9.2 Creating New Sources of Competitive Advantage

E-marketing is targeted at creating a new competitive advantage for the company.
This is because the companies operate in a very competitive market. A Website
can help find new markets and allow the company to trade globally with a small
investment. This saves cost and gives the company a competitive cost
advantage. Another competitive advantage is that of the distribution system.
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One of the major steps and the first one in the process of the market
assessment is the analysis of the market for finding the specific offerings and
geographic targets. This market assessment could be done in fives phases of
screening. First, the initial screening (with the aim of the basic need of the product
in the market). The second type of screening would be eliminating the markets
that do not fulfill the financial and economic requirements. Here the major financial
aspects studied are the inflation rates, expected return on investment, interest
rates, the buying habits and credit availability. The economic aspects of the
market will include the demand influences and market indicators that could be
judged on the basis of the size, intensity and growth of the market. The third way
of screening would be the political and legal forces in which the entry barriers
like import restrictions and local competition become important factors. Along
with this, some issues like the patents, trademarks and copyrights could also
be analysed. The fourth type of screening would be that of the socio-cultural
forces like language, customs, work habits, religion and values which can be
crucial in locating the companys operations. The fifth and last type of screening
would be of the competitive forces, which will help in deciding the final choice.
As per Porter (1990), when one enters a competitive market, one has to establish
competitive advantage, which then compels the company to become more
efficient and effective. This enhances the companys competitiveness.
E-marketing offers new sources of competitive advantage in the following ways:
Redefining the business landscape: E-commerce is radically changing
the way products, services and information are exchanged. It is redefining
our way of doing business, whether it is education, entertainment, financial
services, banking or hospitality management. The power of e-commerce
is creating a new business landscape and a new way of life which no
business firm can afford to ignore.
Cuts costs and saves time: The most important advantage of emarketing is that it reduces coststhe cost of searching and monitoring,
the cost of more retail outlets, the cost of sourcing, supply chain
management and other transactional costs.
Makes organizations global: It helps to expand the size of the market
from regional to national and from national to global. By offering better
service, firms are able to establish better customer relations and create
more customers across the globe. National borders do not stand in the
way of making sales.
Greater opportunities to increase sales and improve revenue
streams: With more efficient personnel and through instantaneous
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response, the chances for improving sales are brighter. Companies can
improve their profitability by offering a variety of services to their
consumers, whether it is direct sales, online advertising, subscriptions or
banking services.
More precise target market: It helps to target market segments more
precisely and makes the marketing plan a goal-directed effort. Marketers
can target their message to consumers based on geography, purchasing
behaviour and demographic information.
Improved marketing research: It enables one to gather more accurate
information about consumers and thereby improves customer service
experience. It can simplify the communication process by offering a variety
of alternativesonline contact forms, voice mail, e-mail, instant chat, etc.
Building customer loyalty: Like direct mail, it can deliver all the relevant
information, offer more effective service and create a more positive attitude
in the minds of consumers about the products and services and help to
build customer loyalty.
Direct to end user: Manufacturers can bypass trade intermediaries and
sell directly to the end user, whether they are business customers or
ultimate consumers, with greater efficiency and economy.
Public service can be improved: Speed, accessibility, accurate
information and competitive advantage enable businesses to reengineer
their production and distribution process, minimize costs and offer better
service to customers. Similarly, it can also help to improve public service
by facilitating improved delivery system, greater interconnectivity and
quicker response to address customer complaints and public grievances.
No-entry barrier: It is open to large, medium and small businesses and
even to entrepreneurs operating on a small scale, without any need to
make a heavy investment.

Self Assessment Questions

1. E-marketing enables one to gather more accurate information about
consumers and thereby improves __________ experience.
2. Manufacturers can bypass trade __________ and sell directly to the end
user through e-marketing.

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Activity 1
Collect information and prepare a report, with examples, of how e-marketing
is helpful to businesses.
Hint: You may look at www.internetmarketing.com, www.dell.com and
www.cisco.com to get some idea

9.3 Direct Distribution Model

The Internet is fast becoming a cost-effective marketing tool that does away
with several intermediaries. Different portals with different models are springing
up. Internet provides opportunities to sell products and services directly to
consumers. Several products and services are today sold online including books,
education services, computers, cameras, sports equipment, entertainment,
music, mobiles, spiritual, banking and travel services. Internet-based stock trading
is also growing. Some advantages of selling on the Internet include instant
interaction between the buyer and the seller, greater choice of products and
their easy comparison, speed and shopping privacy.
The direct distribution model of e-marketing gives the product an edge in
customer retention. It can increase online customer satisfaction while reducing
the cost of customer retention. With the advent of e-marketing and use of the
Internet as a channel for distribution, there has been a major change in the
relationships between consumers, retailers, distributors, manufacturers and
service providers. It has allowed several companies and service providers to
reduce or remove the role of intermediaries and interact directly with their
customers. Thus, e-marketing helps in creating a direct distribution model without
the need for intermediaries or middlemen. This makes it possible to reduce
costs and keep the prices competitive. Online customer retention is critical to
the overall profitability of a product.
The direct distribution has been successful, as it offers a lot of benefits to
the consumer, too. People find it very convenient to buy products of their choice
from the comfort of their homes, without taking the trouble to commute to a
crowded market. Moreover, many products that are not always available in
physical stores are available online. A good example of the direct distribution
model is the travel and ticketing industry, in which online travel sites like
www.goindigo.in or www.spicejet.com find the available flights and the lowest
fares, and generate e-ticket for online customers. Thus, as airlines increasingly

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deal directly with passengers, agency commissions have been reduced

considerably, and this is a win-win situation for the customer.
Online direct marketing must be able to organize numerous leads at various
stages across the product. In order to understand this online distribution process
it is helpful to examine a simplified linear lead flow process, such as the following:
Advertising the product
Online customer inquiry
Inquiry recording
Judging inquiry
Prioritizing based on target online customer
Lead distribution
Contacting online customer for sales
Constant feedback from online customer
Sales freezing
Measurement of sales achievement
E-marketing in India has given the customers to option to shop from the
comfort of their homes. Direct marketing should be supported with sufficient
ways to reach the company for example 24X7 call centres, where the
customers can interact with the company staff, which helps in generating a
trust among online customers through a good relationship. Direct marketing
can help send regular product updates and relevant information to each online,
which enhances the customers relationship with the company and increases
the chances of retention.

Self Assessment Questions

3. The direct distribution model of e-marketing gives the product an edge in
customer retention. (True/False)
4. The direct distribution has not been very successful, as it offers few benefits
to the consumer. (True/False)

9.4 Re-engineering the Supply Chain

Supply chain is a system of organizations, people, technology, activities,
information and resources involved in moving a product or service
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from supplier to customer. It is an important component of a business, which

is growing more and more multidimensional with the use of the Internet. As the
popularity of e-commerce grows, customers search for and want products that
are specific to their needs at competitive prices. This has brought about structural
changes in the supply chain, with growing focus on the customer. This means
that manufacturers need to understand the needs of the customer, i.e. the type
of product he wants, how it can be packaged, as well as where to ship it. Thus,
there is increasing customization and less of standardization. In this scenario,
the company and its suppliers need to have a flexible approach, wherein they
are able to cater to the changing demands of the customer. This is possible with
the adoption of the Internet-enabled supply chain.
A company must be aware of its competition, and the fact that customers
can easily switch loyalty to a competitor. Adopting an Internet-enabled supply
chain enables a company to maximize the impact and efficiency of its business
processes within and outside the company. The business will be able to cater
to the customers demand for new products, whenever and wherever they want
them. So far, supply chain was considered a rigid sequence of events that
succeeded in delivering the products. Most of the time, it relied upon unscientific
inventory forecasts, rigid manufacturing plans and unreliable shipping time tables.
All this is changing with the use of the Internet in supply chain management.
An Internet-based supply chain helps companies in many ways:
It reduces running and overhead costs by reducing unnecessary inventory.
There are fewer steps and people through which the product passes before
it reaches the end consumer, removing unnecessary steps in the business
process.
It reduces cost.
It increases responsiveness to consumers and improves the overall
performance of the company.
It leads to huge savings.
A company that plans to automate its supply chain must have its internal
systems well in place before starting off on the Internet. It must invest in proper
software and training of personnel in its usage. Supply chain management is
now moving to be part of the with overall corporate strategy.
A company can avoid costly disasters, reduce administrative overhead
and unnecessary inventory, decrease the number of hands that touch goods on
their way to the end customer, eliminate obsolete business processes, reap

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cost-cutting and revenue-producing benefits, speed up production and

responsiveness to consumers and garner higher profit margins on finished goods
with an internet-enabled supply chain. Effective integration of an organizations
supply chain can save millions, improve customer service and also reduce
inventories.
To get the maximum value out of automating a supply chain, one has to
make sure that the internal systems are working well. One should envision the
business as a whole including its current strategy and where it wants to go.
Supply chain strategy is increasingly being integrated with overall corporate
strategy. The cost of training people to use new software should not be
underestimated. Sending information around the world takes lesser time than it
takes to get into someones mind.

Self Assessment Questions

5. ___________ is a system of organizations, people, technology, activities,
information and resources involved in moving a product or service
from supplier to customer.
6. With e-marketing, there is increasing ________ and less of standardization
in the supply chain.

9.5 Targeting Underserved Segments

In most industries, there are large segments of the population that are
underserved, that is, all the products or services are not reaching them. For
example, in the financial sector, there are a large number of consumers who do
not have bank accounts or insurance. They represent a large untapped market
for financial services companies. It represents a huge opportunity for these
companies to increase revenue and expand their customer base.
Before targeting underserved segments, businesses should engage in
data collection and research. The data can then be used to identify the
underserved segments, for whom consumer research should be conducted to
understand their needs and purchase behaviour. This kind of research allows a
more effective relationship with customers, as the information gathered is
specific, which allows businesses to cater to their specific needs and wants.
This approach is useful in identifying and targeting underserved segments
such as rural populations, women, the senior citizens, etc. For example, many
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mobile telephone companies see the large untapped rural population in India as
an enormous potential market. Mobile service providers are using SMS/WAP
based applications to provide rural farmers with weather updates, information
about seeds, fertilizers, agri inputs etc. Also, there are central Internet-enabled
locations in villages that are connecting to online portals to sell agricultural produce.
While the use of e-marketing has enabled advanced and specific targeting
of segments, businesses also benefit from finding local partners to reach the
underserved segments. This gives businesses access to new markets, with
the help of new capabilities, expertise, and access that they may not possess
on their own.

Self Assessment Questions

7. Mobile service providers use __________ based applications to provide
farmers with weather updates.
8. E-marketing has not been beneficial for businesses in tapping local
partners. (True/False)
Activity 2
e-Choupal is an initiative of ITC Limited, a large multi business conglomerate
in India, to link directly with rural farmers via the Internet for procurement of
agricultural and aquaculture products like soybeans, wheat, coffee, and
prawns. e-Choupal was conceived to tackle the challenges posed by the
unique features of Indian agriculture, characterized by fragmented farms,
weak infrastructure and the involvement of numerous intermediaries. The
programme involves the installation of computers with Internet access in
rural areas of India to offer farmers up-to-date marketing and agricultural
information. Explain the relevance of this model.
Hint: You may find the information in newspapers, magazines or on the
Internet at site like these:
http://india.wsj.com/public/page/rural-india.html; http://www.ignitee.com/
newsroom/rural_internet.html

9.6 Lower Price Barrier

The most important advantage of e-marketing is that it reduces coststhe cost
of searching and monitoring, the cost of more retail outlets, the cost of sourcing,
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supply chain management and other transactional costs. Because of these

factors, a company can price its products at lower and more competitive levels.
Also, with a properly designed and targeted Website, an e-marketing
campaign can reach the right customers at a lower cost as compared with the
traditional marketing methods. Thus, this would be the best way of distribution
where the companies can reach the prospective customers at a very low cost.
For example, in a courier company, a consignment can be tracked without the
hassle of physical searching at the click of a mouse. This saves both time and
resources, thus cutting costs. The benefits of reduced cost can be transmitted
to the customer in the form of lower prices. This leads to a better management
system and easier way of working both for the company and the customer.

Self Assessment Questions

9. The most important advantage of e-marketing is that it reduces _________.
10. The benefits of reduced cost is not transmitted to the customer. (True/
False)

9.7 Delivery Systems for Digital Products

The Internet is today being used as an effective communication tool for many
business-to-business transactions. Several companies are using this medium
for various functions including sales, distribution, negotiations, order taking,
inventory control, customer service and sales support. Instead of using traditional
methods of contact through telephone or sales force, more and more firms are
using the Internet for greater speed and efficiency and lesser costs.
In India, according to one estimate, the total B2B transactions in the year
2008 were close to US$ 100 billion and B2B market places could account for
$15 to $20 billion out of that.
A company could choose different distribution channels in different
countries, according to the market situation, as depending on the consumer
spending habits and market infrastructure, each country would have a different
format of stores, including online stores. It is crucial for a company to standardize
a distribution system as one has to learn about many factors before the
distribution network decision. In order to find the most suitable distributor, a
company needs to judge factors like the contact network, financial strength, and
the number and types of product lines in which the distributor operated. Online
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marketing is a network which increases the point of sale and purchase. Also, an
online buyer can purchase at any point and at any time.
Internet delivery methods could include:
Postcards
Mailed letter with a brochure
E-mail notification
Press releases
Newsletter
LinkedIn, Facebook, Twitter
Unique landing page
Online form
Print marketing sales tools like brochures, business cards, letterheads and
signage (brick and mortal companies) should fit in with the Website image and
Internet marketing strategy, a client is pursuing.

Self Assessment Questions

11. The Internet is today not being used as an effective communication tool
for many business-to-business transactions. (True/False)
12. It is crucial for a ___________ to standarize a distribution system.

9.8 Creates an Efficient Marketplace

Efficient markets are those where the flow of relevant information about the
products, services and investment choices is easily available and accurate. In
such a market, a consumer or any other stakeholder such as a supplier who is
part of the business can access the information. This kind of a marketplace has
become a reality with the growth of e-marketing, where there is complete
information access with a high degree of reliability. In successful e-marketing
businesses, both payment and delivery services have to be more efficient. Most
e-marketers have taken care of these issues to create an efficient marketplace.
Internet users have taken to buying several products and services though
the Internet, including travel packages, books, CDs, computer hardware and
software, cinema tickets, clothes, shoes, toys and home electronics. As econsumers move towards buying high-end products like automobiles or home
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durables, safer online payment system has to be ensured. As online shopping

becomes more and more popular, firms may have to customize their products
and services to meet the varying requirements of buyers.
The number of companies taking to e-commerce is on the increase. There
are many B2C success stories including Rediff.com, eBay.in, Indiatimes.com,
makemytrip.com, monster.com, naukri.com, Shaadi.com, Sify.com and a host
of other portals. Some of the key B2B exchanges in India are tradeindia.com,
matexnet.com, Alibaba.com, AuctionIndia.com, Indiamart.com, Teaauction.com,
Metaljunction.com, etc.
Several firms, big and small, have started their blogs to provide information
to consumers and help deliver products, services and information besides
serving as advertising and marketing tools and a source for feedback. Small
and medium enterprises (SMEs) find it cost-effective for establishing their brand
through the Internet. Most of them have established a Web presence.
Corporate houses are increasingly using the Internet as an effective
promotional tool to create brand awareness and have launched brand-specific
W ebsites such as Sunsilk Gang of Girls.com and micro sites like
MentosHelpline.com. Some Indian companies have also launched corporate
blogs to establish an online communication channel to interact directly with their
current and prospective customers.
There are six basic guidelines that may offer an insight for your Web marketing
strategy.
1. Know Your Customers: Research your customer base.
2. Perform a Target Segment Analysis: Who is your ideal customer?
3. Conduct Market Analysis: Market analysis is the foundation of developing
your Web marketing strategy.
4. Perform Your Competitive Analysis: Who competes with you for your
customers time and money?
5. State and County Demographic Profile Search
6. Statistical Reports Search

Self Assessment Questions

13. Companies are increasingly using the ___________ as an promotional
tool to create brand awareness.
14. In efficient markets, flow of relevant information about product, services
and investment choices is easily available and accurate. (True/False)
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9.9 Creates a Virtuous Cycle

A virtuous cycle is an economic term that refers to a complex chain of events
that reinforce each other through a feedback loop and have favourable results
(in contrast to a vicious cycle, which has detrimental results).
As is clear from the sections you have studied above, e-marketing offers
several benefits that feed into each other and result in a vastly improved business
experience both for the seller and the consumer. As illustrated in Figure 9.1, the
reduced costs due to the use of online channel results in increase in output and
eventually to economy of scale. This leads to a lower price of the goods or
service, giving the seller a competitive advantage. The seller is able to increase
sales and expand the market base. There is greater efficiency, which again
feeds into the process towards reducing cost and increasing efficiency.
Increased
production
Reduced
costs

Economies
of Scale

Lower price
of products

Greater
efficiency

Increased
sales and
new markets

Competitive
advantage

Figure 9.1 Virtuous Cycle of e-marketing

Self Assessment Questions

15. A __________ cycle refers to a complex chain of events that reinforce
each other through a feedback loop and have favorable results. (True/False)
16. A vicious cycle has positive results. (True/False)

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9.10 Summary
Let us recapitulate the important concepts discussed in this unit:
E-marketing is fast becoming popular in business, as it offers several
strategic benefits to businesses.
It offers new sources of competitive advantage by cutting costs and saving
time; making organizations global; increasing sales and improve revenue
streams; enabling more precise targeting; improved marketing research
and customer service, etc.
The direct distribution model of e-marketing is fast becoming a costeffective marketing tool that does away with several intermediaries.
It has brought about structural changes in the supply chain, with growing
focus on the customer as manufacturers can now to understand the
needs of the customer, ie the type of product he wants, how it can be
packaged, as well as where to ship it.
E-marketing has enabled advanced and specific targeting of segments,
as it is useful in identifying and targeting underserved segments such as
rural populations, women, the senior citizens, etc.
E-marketing reduces coststhe cost of searching and monitoring, the
cost of more retail outlets, the cost of sourcing, supply chain management
and other transactional costs.
It is being used for new delivery methods including sales, distribution,
negotiations, order taking, inventory control, customer service and sales
support.
E-marketing has created efficient markets, where the flow of relevant
information about the products, services and investment choices is easily
available and accurate.
It has created a virtuous cycle, that is, a complex chain of events that
reinforce each other through a feedback loop and have favourable results.

9.11 Glossary
Efficient markets: Those where the flow of relevant information about
the products, services and investment choices is easily available and
accurate.

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Virtuous cycle: A complex chain of events that reinforce each other

through a feedback loop and have favorable results (in contrast to a vicious
cycle, which has detrimental results).

9.12 Terminal Questions

1. Explain how e-marketing creates a new competitive advantage for a
company.
2. How does the direct distribution model of e-marketing give the product an
edge?
3. What is a supply chain? How has e-marketing brought about structural
changes in the supply chain?
4. Explain how underserved populations represent an opportunity for
businesses.
5. Writes short notes on: (a) lower price barrier and (b) new delivery methods
created by e-marketing.
6. Writes short notes on: (a) efficient marketplace and (b) virtuous cycle
created by e-marketing.

9.13 Answers
Self Assessment Questions
1. Customer service
2. Intermediaries
3. True
4. False
5. Supply chain
6. Customization
7. SMS/WAP
8. False
9. Costs
10. False
11. False
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12. Company
13. Internet
14. True
15. Virtuous
16. False

Terminal Questions
1. E-marketing is targeted at creating a new competitive advantage for the
company. For more details, refer section 9.2.
2. The direct distribution model of e-marketing gives the product an edge as
it is a cost-effective marketing tool that does away with several
intermediaries. For more details, refer section 9.3.
3. Supply chain is a system of organizations, people, technology, activities,
information and resources involved in moving a product or service
from supplier to customer. For more details, refer section 9.4.
4. In most industries, there are large segments of the population that are
underserved, that is, all the products or services are not reaching them.
For more details, refer section 9.5.
5. The most important advantage of e-marketing is that it reduces costs.
For more details, refer sections 9.6 and 9.7.
6. Efficient markets are those where the flow of relevant information about
the products, services and investment choices is easily available and
accurate. For more details, refer sections 9.8 and 9.9.

9.14 Case Study

How Social Media Engagement Improves Customer Service and
Travel Bookings
Background: Oceania Cruises is one of the premier luxury cruise lines in
the world specializing in serving experienced and savvy travellers. Oceania
hired Internet Marketing Inc. (IMI) to build a social media plan and provide
guidance and consulting along the way. A large portion of Oceanias business
is driven by travel agents who pursue their own methods of marketing and
social media engagement. The company also had many Facebook pages

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and groups that we not controlled at the corporate level. They need a
consolidated approach and guidelines for success moving forward.
The Goal: To design a social media plan based on Facebook and
YouTube as well as an employee handbook that could be used to execute
social media marketing strategies internally.
The Strategy: The strategy started with four weeks of discovery, marketing
research, competitive analysis, and social media plan development. The
social media plan would incorporate all research findings, social media
channels and how to use them, an editorial calendar, social media content
development guidelines, and an employee handbook for engaging in social
media. Once the plan was finished, IMI would act as a consultant and help
Oceania execute the plan. The strategy included the following:
Social media plan development
Social media consulting
SEO consulting
The Results: The results were fantastic and have helped Oceania reach
record levels of Facebook engagement. The company now has a solid
platform for interacting with customers and travel agents worldwide as well
as a channel for sales and promotions. The final plan was essentially a 60page business plan for social media.
The plan included:
Identification of key platforms
Identification of key stakeholders
Social media content guidelines
Editorial calendars
Employee guideline
Phase One Build the plan
Phase Two Ongoing consulting with weekly meetings & deliverables
Phase Three Regular recommendations for innovative social media
engagement ideas
Oceania started with approximately 350 fans and now has over 12,500 with
incredible levels of customer interaction. With IMIs guidance, Oceania has
run many successful contests and regularly sells out cruises months in
advanced.

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Discussion Questions
1. List the strategic advantages of e-marketing with respect to the success
story of Oceania.
2. List the salient features of a social media plan that would apply to an
Indian travel company.
Source: Adapted from http://www.internetmarketinginc.com/oceaniacruises-case-study/. (Retrieved on 15 November 2012)
References
Dennis C.E, T Fenech, B Merrilees, (2004), E-retailing, London, Routledge.
Chaffey D, (2006), E-Business and E-Commerce Management: Strategy,
Implementation and Practice.
Neelamegham, S, (2011), Marketing in India: Text and Cases, New Delhi,
Vikas Publishing House.
E-References
http://www.sba.gov/content/email-marketing. (Retrieved on 25 March 2013)

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