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UK Food Retailing Industry

C/B/2053. Dissertation. Development of E-marketing system for UK supermarkets

WORDS:
12200
DATE:
2009
PRICE:
129.99 GBP

The dissertation examines the applications and functions of e-marketing also known as ‘internet marketing’ or ‘digital marketing’, in UK supermarkets proposing the use of .NET technologies for the development of an effective e-marketing toolkit including its risk assessment and testing. Literature is reviewed on the theory of E-marketing, research methodology and philosophy are described substantiating a positivistic approach and the use of case study in developing the e-marketing tool kit. E-marketing concept is analysed along the lines of the PESTEL model, the problems and limitations of the existing e-marketing architecture are outlined. A case study of e-marketing approaches in the East End supermarket is conducted. Conclusions are made about the issues involved in the B2C e-marketing and the effectiveness of the implemented e-marketing solution.

 

KEYWORDS: Dissertation, East End, e-marketing, supermarket, B2C, PESTEL,

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