This chapter shows how eMarketing or online marketing develops market potential and business relations by effectively utilizing information and communication. The change from undifferentiated and later segment-oriented to mass customized marketing is illustrated in Sect. 4.1. A comparison of the various communications media is performed in Sect. 4.2. In Sect. 4.3, online customers are divided into classes in order to carry out a differentiated treatment of electronic markets and to adapt appropriate services on the web site. Performance indicators measure the awareness of an offer by online surfers, the degree of interaction with online consumers, the value contributed by the online prosumer, the number of deals with online buyers, and connections with key online customers. The characteristics of online promotion, namely customized push, content management and advertising banners, are summarized in Sect. 4.4. Prospects for the development of eMarketing are discussed in Sect. 4.5. Additional literature are compiled in Sect. 4.6.
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© 2009 Springer-Verlag Berlin Heidelberg
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(2009). eMarketing. In: eBusiness & eCommerce. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-89328-8_4
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DOI: https://doi.org/10.1007/978-3-540-89328-8_4
Publisher Name: Springer, Berlin, Heidelberg
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