Marketing in the E-Business World, Parts I & II

Once a year, senior sales and marketing executives of many of Americas largest companies gather at the Waldorf Astoria Hotel in New York City for the Conference Boards Annual Marketing Conference. Participants spend two days discussing evolving issues relating to the successful marketing of consumer and industrial goods and services. This paper is based on topics discussed at the Conference Boards November 2000 Annual Marketing Conference. As the title indicates, the two primary foci of this conference in New York were ";marketing"; and e-business."; Of the two, it seems likely that the second is less well-known in Nigeria. Therefore, Part #1 of this paper overviews the different types (that is, a typology or taxonomy) of e-business models. Part #2 of the paper will consider a number of issues relating to the intersection of marketing on the one hand and the e-business environment on the other. Part #2 of the paper concludes with a short mini-case designed to stimulate readers appreciation of the ways the issues raised could relate to a business in Nigeria. (The Lagos Business School Management Review: 2002 7 (1): 1-43