practices in actual û as opposed to theoretical û use by marketers who are charged with responding to the demands and challenges and opportunities implicit in e-marketing. Combining qualitative and quantitative research in a study allows the researcher to assess the reliability and validity of the so-called ôconventional wisdomö in a field of study (Bailey, 1990).
E-commerce and e-marketing (online marketing) are important new business and commercial activity sectors, necessitating investment in technology. According to John Kogel (2002), vice president of an Internet management corporation, organizations are no longer willing to simply throw money at technology investment as they did a mere two years ago, and Chief Information Officers (CIOs) and Information Technology (IT) managers are being held increasingly accountable for such investments. The question of ôhow much is too muchö to spend on e-commerce and marketing activities in both the business-to-business and business-to-consumer sectors is of growing significance in light of a changing
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