CHAPTER ONEINTRODUCTION1.1 BACKGROUND TO THE STUDYMarketing has practically always existed, in one form or another. From the day humans first began trading whatever they traded, marketing was there. Marketing was the stories they used to convince other humans to trade. The Chartered Institute of Marketing (CIM 1999) offers the following definition of Marketing: “Marketing is the management process responsible for identifying, anticipating and profitably satisfying customer needs.” Furthermore, marketing is a social and managerial process through which individuals and groups obtain what they need and want through the creation and exchange of products and value with others. (Kotler and Armstrong, 2000) Marketing methods have changed and improved and have become much more efficient at telling stories and disseminating marketing messages. E-Marketing is the product of the encounter between modern communication technologies and the ancient marketing principles that human beings have always applied. E-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms e-marketing, Internet marketing and online marketing are often interchanged and can often be considered synonymous. Marketing consists of individual and organizational activities that facilitate and accelerate satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion, and pricing of goods, services, and ideas. (Dibb, Simkin, Pride, & Ferrell, 2001). E-marketing includes all activities...... half of the document....... 1-64. The Chartered Institute of Marketing (2009): Marketing and the 7Ps: a brief summary of marketing and how it works retrieved 17/1/2014 from www.cim.co.uk/marketingresources.5. E-Marketing 101 (chapter one): What is E-marketing and how is it better than traditional marketing? Retrieved 5/9/2013 from www.quirk.biz.6. Akamiokhor (1983) “Small and Medium Enterprises in Nigeria African Economic Research Consortium Nairobi.7. Dipp A. (2001) “Marketing Concepts and Strategies, 5th Edition”. McGraw-Hill, London, pp. 110-1228. Gilmore A., Gallagher D., Henry S., 2007, Operational lessons on e-marketing and SMEs for the future, European Business Review, vol. 19, Number 3, pp. 234 - 2479. Fadahunsi, O. (1992) Entrepreneurship and development of small industry in common welfare; An Overview, Nigerian Management Review vol.7.No.2, pp. 443 – 454