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فصلنامه دانش مدیریت (منتشر نمی شود) | ||
Article 8, Volume 17, Issue 5 - Serial Number 568, December 2004 PDF (742.75 K) | ||
Abstract | ||
In the area of digital economy and electronic markets, business organizations has to develop their e-business and e-marketing capabilities but transition from marketing to e-marketing needs many capabilities however. Introduction of a new method for assessing the capabilities of a business organization in use of information technology in its marketing activities and processes is the core aim of this paper. In this article, after a brief review of digital economy and electronic markets, the e marketing is introduced and a conceptual framework for transition to e-marketing is described. Here, the results of a case study in Iran is presented. | ||
Keywords | ||
c-Marketing Capability; c-Marketing Capability Matrix; Electronic Markets; E-marketing | ||
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