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This essay stresses that electronic marketing comprises of all those realms where product promotion and customer relations come in direct contact with the various electronic media forms. These can entail the television, the radio, the Internet and other related disciplines. Since the electronic marketing discussion is centered on a wider spectrum than relationship marketing, its positives as well as negatives are immensely drawn so as to gain a fair enough understanding. The relational sentiment is thus made apparent through the efforts of the people who bring forward the relationship marketing, electronic marketing and the integrated marketing communications domains to the fore.