Question

E-marketing and services marketing in various business areas

Answer 1

The business-to-business electronic marketplace (e-marketplace) is becoming critical for small- and medium-sized enterprises (SMEs). However, which e-marketing services determine a firm’s e-marketing performance and how innovation, knowledge complexity and environmental turbulence influence the relationship between e-marketing services and e-marketing performance are under-researched topics in the field. We first empirically tested 176 SMEs from China to evaluate which e-marketing services are significantly related to e-marketing performance and how these services collectively influence the performance. Then, we used an NK model to examine how innovation, knowledge complexity and environmental turbulence mediate/moderate the relationship. The results show that five e-marketing services (e-CRM, e-SCM, e-competitiveness, IS/IT integration and information transparency) can greatly influence e-marketing performance; innovation positively mediates the relationship between e-marketing services and performance; and knowledge complexity and environmental turbulence positively moderate the relationship.

Answer 2

E-marketing refers to marketing of products online while services marketing refers to the marketing of services rather than physical products either B2B or B2C.

With most consumers now searching for information and buying products online,it is important that companies consider E-marketing as a way to get their products in the customers faces effectively and in their homes efficiently. Services marketing can also incorporate E-marketing for better and faster results.