Evaluation of the Relationship Between Electronic-Marketing and Market-Driven Companies

The aim of this paper is to show the relationship between e-marketing and market driven companies. Market driven companies have previously been referred to as ¿market-oriented companies¿ in the literature. It is no doubt that the marketing concept is a starting point of market orientation. In this paper we focus on the relationship between e-marketing and market orientation and introduce the concept of e-market orientation as a new approach in implementing the marketing concept with the aid of the electronic environment. For this purpose, we reviewed the literature on both e-marketing and market orientation, explained the relationship between each of these subjects and business performance and then evaluated the impact of e-marketing on market orientation. It was shown that e-marketing is a strong tool that can push a company into market orientation and improve its performance.