Standard Article

E-Commerce and Internet Marketing

Part 1. Marketing Strategy

  1. Adel I. El-Ansary

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01021

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

El-Ansary, A. I. 2010. E-Commerce and Internet Marketing. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. University of North Florida, Jacksonville, FL, USA

Publication History

  1. Published Online: 15 DEC 2010


The advent of the Internet created a new forum for consumers and companies to interact and transformed traditional, localized “market places” into vast contemporary global “market spaces.” The transition has been enabled by features that characterize the Internet such as digitization, interconnectivity, interactivity, global reach, time-free and location-free access, personalization and customization, and market deconstruction. While e-commerce, that is, enabling buying and selling transaction via the Internet, rendered business more competitive, economic, and widespread, e-marketing, that is, marketing on the Internet, enabled marketers to create, communicate, and deliver the value to intended target markets more effectively, efficiently, and equitably.


  • e-commerce;
  • e-marketing;
  • marketing on the Internet;
  • market space;
  • time-free;
  • location-free;
  • bricks and mortar;
  • e-communities;
  • blogs;
  • social media;
  • narrowcast media;
  • information-based democracy