Definition: Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives.

Recommended marketing texts can be seen here.

A number of Summary Fact Sheets in pdf format may be downloaded from this page. If you need a copy of Adobe Reader this can be obtained by clicking on the link below:

Technique	File Type	File Size	Comments
4Ps			Files To Be Added Shortly
7Ps
PEST
Porters 5 Forces
SOSTAC
SWOT

Ideally, offline and online marketing (emarketing) should be completely integrated and complementary in nature, however, in reality this is rarely achieved, often due to poor internal processes and governance.

eMarketing has the following characteristics:
- low barriers to entry
- available 24 hours a day, 7 days a week, 365 days a year
- is highly measurable
- can offer a high degree of interaction
- can offer precise targetting
- can offer real time measurement of success or failure
- enables immediate distribution, at minimal cost
- can be used in support of or separately from offline marketing activities

With eMarketing you have 2 main choices to consider (or a combination of both):

(1) Target marketing activities at existing sites where the target customer segments are known to visit. This is often achieved by banner advertisements, sponsored content, educational materials, microsites etc..

(2) Target marketing activties at directed information seekers. This is achieved by creating brand web sites, search engine optimisation, keyword buying etc..