List of Articles Electronic Marketing

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  1 - The Role of IT in Establishing Electronic Customer Relationship Management (eCRM)
  Mohammad hosein Jarahi Saeed Saeida Ardekani Mohammad Zareiyan
  Emergence of new technologies such as Information Technology has extensive and profound effects on different dimensions of organization. One of these Dimensions, is Customer relationship management (CRM). Information Technology is one of the main aspects of CRM. The app More

  Emergence of new technologies such as Information Technology has extensive and profound effects on different dimensions of organization. One of these Dimensions, is Customer relationship management (CRM). Information Technology is one of the main aspects of CRM. The application of IT in CRM cause to make a new concept that is called Electronic Customer Relationship Management (eCRM). The purposes of this article; first, Survey eCRM in to multilateral dimension. Second, expressing development in traditional CRM and third, studing differences between CRM and eCRM. Then recognize definition, characteristics and status of eCRM. Next step, consider the various uses of IT in CRM and present opportunities in CRM that provide through IT. Then express the simple implementation of eCRM, along with the essential points. In addition, challenges and threats suffered eCRM and errors in its implementation are discussed. Next part is review of a successful implementation case of eCRM. At the end, trends and future perspectives of eCRM are explorered. Manuscript profile
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  2 - From Mass Marketing to One-to-One Electronic Marketing
  Arash Beheshtian-Ardakani Mohammad fathiyan
  10.7508/jstpi.2017.03.006
  Traditional methods of marketing used to focus on covering a large number of customers with the same advertising methods and did not consider the various customer preferences. Despite the high cost of advertising, a small number of target customers were being attracted More

  Traditional methods of marketing used to focus on covering a large number of customers with the same advertising methods and did not consider the various customer preferences. Despite the high cost of advertising, a small number of target customers were being attracted by these methods. With the advancement of information technology, Internet, e-commerce, e-business and e-marketing development models, companies can collect user, information in real-time and at a lower cost. The rapid growth of customer data, competition and new IT capabilities have forced companies to improve marketing strategies by taking direct relationship with customers and execute One-to-One marketing. Response modeling can also be employed to increase the chance of success in one-to-one marketing by identifying the customers who are more likely to respond to marketing activities. In this paper, the weaknesses of mass marketing and the need to move towards new methods of marketing have been proposed. After that, the evolution of marketing strategies from mass and traditional marketing to One-to-One electronic marketing by using information technology has been presented. Then it outlines the main components of one-to-one marketing. By applying the concepts that have been presented in this paper, Companies can identify and apply the main components of one-to-one marketing. Therefore, they can attract new customers, encourage existing customers to buy and maintain loyal customers. As a result, they can be more successful in their marketing activities and increase their profits. Manuscript profile
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  3 - The effect of e-marketing alignment with the organization's macro strategy on improving the performance of commercial organizations
  Mohsen Rezaei Alireza Aliahmadi mirzahasan hoseini Mohammadtaghi Amini
  Strategic alignment of digital marketing activities with the grand corporate strategies is a necessary for new marketing. Increasing development of this type of marketing highlights the necessity for this alignment and synergy. This study aims to identify the factors of More

  Strategic alignment of digital marketing activities with the grand corporate strategies is a necessary for new marketing. Increasing development of this type of marketing highlights the necessity for this alignment and synergy. This study aims to identify the factors of e-marketing of commercial organizations that strengthen this type of alignment. The statistical population of this study includes Iranian companies which are active in the field of digital marketing and have received the Enemad. The number of samples was determined via a random sampling method and using the Morgan table as 384 samples. The research data were collected through questionnaires that were provided to managers and e-marketing and planning experts in these companies by e-mail and Google Form. Questionnaire items were designed in two sections: the first one examined the alignment factors in the company, and the second one surveyed the results of its performance through a balanced scorecard. Replied questionnaire analysis was performed using SPSS and Lisrel software. The research method in this study is quantitative and survey. Using the SEM method, a conceptual model for e-marketing alignment and grand strategies of commercial organizations has presented. Performance measurement of organizations that have used alignment factors with the balanced scorecard method in 73% of cases shows better results than other organization. Manuscript profile