A really interesting article written by Grönroos, in (1996) noted that we are increasingly seeing a move towards a more resource-oriented approach to marketing. This resource approach focuses on the management and planning of core competencies and resources, not just seeing the product as core.

He noted that it is the resources and core competencies of an organisation which forms the basis and foundation for successful market relationships, and not just the facilitation of an exchange – a sale, or the focus on the product offering.

A resource-based view further places increased emphasis on marketing as a series of activities for fulfilling promises and delivering value, moving away from focusing on the product. Grönroos discussed four types of resources as key to marketing effectiveness and efficiency – people, technology, knowledge and time.

In electronic marketing, we focus on the resource of technology, and how we manage and use technology to research our marketing objectives.

Electronic Marketing Activity Management (EMAM)

Electronic Marketing Activity Management (EMAM) is one framework that moves away from a traditional marketing mindset (e.g., 4P’s and 7Ps) to focus on the resources and activities we as marketers manage and conduct in order to participate in an ongoing dialogue with the many participants and communities we coexist with.

EMAM provides a framework which is flexible as we evolve in how we view the management and implementation of our electronic marketing activities.

Sources

• Grönroos, C. (1994). Relationship marketing: Strategic and tactical implications. Management Decision, 34/3, 5-14.

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