University of Westminster

The levels of E-marketing adoption in commercial organizations

E-marketing is based on ideas and practices that improve, and in many cases transform, the conduct of marketing functions. Despite the uses and benefits of E-marketing and the expectations that most companies, as a result, will have high levels of involvement in E-marketing, this is not occurring. Businesses embrace Information and Communication Technologies (ICTs) to varying degrees.

The reseacrh identifies three different levels of E-marketing adoption: the communication level (basic adoption), the transaction level (moderate adoption), and the transformation level (advanced adoption).