E- Market Orientation as a result of
Integrating electronic marketing with market orientation concept

Morteza Mashayekhi and Amir Ekhlassi

Abstract The aim of this paper is to show the relationship between electronic marketing and market orientation. This paper intends to integrate these concepts and draw a framework for e-market orientation as a new paradigm in business. So it is necessary to introduce both e-marketing and market orientation and review the literature related to them. We begin our literature overview with e-marketing and then we turn to introduce the concept of market orientation. Finally, we illuminate the impact of e-marketing on market orientation and introduce the concept of e-market orientation as a new approach in implementing marketing concept with the aid of the internet.

Key words: electronic marketing - market orientation – e-market orientation 1. Introduction to e-marketing Electronic marketing is the transfer of goods or services from seller to buyer that involves one or more electronic methods or media. [3] E-marketing includes the management of the consumer’s online experience of the product, from first encounter through purchase to delivery and beyond, but it isn’t just another addition to the marketing mix, another tool in the box. Instead they point out that the way people communicate is permanently changing the way that markets work. [2] E-marketing also can be defined as the use of electronic channels of communication to spread your marketing messages. New media including the web, mobile phones, and interactive TV can all be harnessed as part of the marketing mix. [2] Here is a somewhat aquatic way of looking at e-marketing: “If your delivery medium was water, broadcasting would be like using a big hose to spray a crowd of prospects , hoping some of them will enjoy getting wet.