International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online)

Electronic Marketing, Corporate Culture and Organizational Performance
Olgha Auma Adede

Abstract
E-marketing is more than just marketing carried out over the Internet. It involves the effective use of Information Communication Technology in playing a supportive role that aids business and marketing needs of an organization. The study has reviewed various literatures in order to get an in-depth understanding of the relationship between electronic marketing practices, corporate culture and organizational performance. The review indicates that organizations are able to benefit from e-marketing practices when they have the right culture that encourages adoption of new technology, including e-marketing practices. The paper also details the barriers as well as the enablers of e-marketing adoption while highlighting possible future of e-marketing as a discipline. It also provides reviews on the future direction for researchers.

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