Third International Symposium on Innovation and Information and Communication Technology (ISIICT 2009) (ISIICT)
Innovation and Information and Communication Technology (ISIICT 2009)
15 - 17 December 2009
This paper explores the concepts of e-marketing and utilizes a case study focusing on Orange mobile firm. The study utilized some reports, data and the company website to identify the e-marketing strategy used by Orange and to recommend some remedies to improve their e-marketing strategy. The study uses an online tool to conduct some test on Orange’s website and explore the firm’s website using qualitative some tools and aspects of e-marketing concept. The output of this paper is aimed at aiding Orange to gain experience from what is working in other countries or organizations in relation to e-marketing and to know how it can benefit from using e-marketing as an effective tool to gain competitive advantage.