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The impact of email on the marketing process: as the most pervasive application of the Internet, how has email impacted the marketing process in business, and how will future email technologies contribute?

Keogh, Emma and Cullen, Amanda (2001) The impact of email on the marketing process: as the most pervasive application of the Internet, how has email impacted the marketing process in business, and how will future email technologies contribute? Diploma thesis, Dublin, National College of Ireland.

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Abstract

Electronic mail, commonly referred to as email, has revolutionised the communication and information world over the breadth of the last 15 years, facilitating instantaneous global information and data exchange. Technically asynchronous in nature, email supports true interactivity between numerous parties utilising varied audio and visual media. The meteoric rise of email is surpassing all other forms of communication engaged within the workplace today. Initially gathering pace with the growth of the personal computer, email began as a means of information exchange for the elite academic world. It has since exploded as the pervasive communication mechanism of the 21 st Century.

The value of the www in business terms has often been measured in its ability to facilitate a one-on-one marketing process in terms of interactive dialogue, either B2B or B2C. This type of relationship marketing is wholly supported and indeed enabled by email. Without email the Internet ceases to promote meaningful one-to-one dialogue and becomes a one-to-mass medium.

In this paper we intend to explore the marketing potential of email and to what extent this potential is being leveraged; the security and legal concerns emanating from the eMarketing revolution; the relevant statistics, technologies and the future trends for this strategic tool. It is our objective to produce a research driven strategic framework for understanding and capitalising on the innovative new trends in email marketing.

As a background to the rest of this research paper, the second chapter will serve to illuminate the environment from which email marketing has sprung. We intend to attenuate the definitions from which our research has developed and provide an understanding of the competitive landscape experienced and the new business models and rules emanating from this, the third revolution.

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > HF Commerce > Marketing
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet

H Social Sciences > HF Commerce > Marketing > e Marketing
Divisions: School of Computing > Postgraduate Diploma in Electronic Commerce and Business
Depositing User: Tim Lawless
Date Deposited: 19 May 2010 11:50
Last Modified: 19 Aug 2014 16:02
URI: http://trap.ncirl.ie/id/eprint/196

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