Strategic marketing and e-business

John M. Rudd, Neil Shepherd, Nick Lee

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)


The dramatic growth in e-business is manifest in phenomena such as the surge in internet retailing, the boom in social media based marketing communications, and the centrality of e-commerce to many organizations’ core strategies. Despite this the precise implications of e-business for marketing strategy remain little-understood. In order to guide theory development and practice in the marketing strategy domain, it is of fundamental importance to take stock of the impact that e-business has had upon strategic marketing. Therefore, this chapter develops a conceptual framework in order to explicate the implications of e-business for strategic marketing theory and practice. We find that the impact of e-business on strategic marketing is far-reaching; influencing not only isolated departments, but the organization as a whole. Finally, we conclude that whilst organizations should be alert to the dynamic opportunities and threats posed by e-business, the guiding principle of value creation should not be forgotten.
Original languageEnglish
Title of host publicationHandbook of strategic e-business management
EditorsFrancisco J. Martínez-López
Place of PublicationBerlin (DE)
Number of pages16
ISBN (Electronic)978-3-642-39747-9
ISBN (Print)978-3-642-39746-2
Publication statusPublished - 31 Dec 2014

Publication series

NameProgress in IS
ISSN (Print)2196-8705


  • strategic marketing
  • e-business
  • e-commerce
  • strategy formulation

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  • Cite this

    Rudd, J. M., Shepherd, N., & Lee, N. (2014). Strategic marketing and e-business. In F. J. Martínez-López (Ed.), Handbook of strategic e-business management (pp. 309-324). (Progress in IS). Springer.