Embracing the power of e-marketing: The importance of e-trust and improving strategic business performance

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

SMEs in Pakistan and other developing markets should look to e-marketing orientation as a method of improving strategic business performance, particularly in relation to improving e-trust with customers.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2018), "Embracing the power of e-marketing: The importance of e-trust and improving strategic business performance", Strategic Direction, Vol. 34 No. 10, pp. 28-29. https://doi.org/10.1108/SD-06-2018-0137