The Emergence of E-Marketing
As recently as 25 years ago, some marketing professors at the Wharton School were stating that the marketing profession was half science and half art. The scientific part consisted of gathering valuable marketplace information about customer needs, customer satisfaction, and competitors. The artistic part consisted of applying this information to create marketing mixes to ensure that the right product/service was delivered to the right segments, and that the product/service was distributed, priced, and promoted in such a way so as to entice the segment buyers. It was suggested that there is no one right way to segment a market and that the two greatest tools that a marketing person could be born with are a nose to ...
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