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Chapter Summaries - Chapter 9

Electronic marketing is currently the subject of a rapidly growing number of published articles, discussion papers, dissertations and books. Although it is not possible to include everything in a single chapter such as this one, we have attempted to provide readers with a useful overview of this fascinating field. Marketing strategists will do well to remember that e-marketing is still a young field of enquiry: ‘The use of the Internet as a means of satisfying partner exchange needs is just starting to be explored and it will be sometime before we, as marketers, have exhausted all the possibilities’ (Nicovich and Cornwell, in Richardson, 2001, p. 157).