insufficient Marketing strategies
The popularity of electronic commerce as a business medium is related to the capacity of Internet,namely its future potential, its attractive qualities,its dynamism in providing global share of information and resources, and Internet’s power in offering an effective channel of advertisement, marketing and direct distribution of certain products and / or
services. In his book titled “Supra-Competition” Edward de Bono states “despite everything you must not fall behind your rivals otherwise you cannot sustain your presence. Price, quality, product differentiation and setting special markets are all
traditional mediums serving this objective”.Indeed, enterprises competing in today’s modern world are obliged to implement electronic based marketing activities, which have turned out to be a necessity rather than an advantage in competition that is becoming increasingly violent and different. Thus in such an environment where even electronic commerce is dedifferentiated, followed, and imitated by rivals, differentiating electronic marketing to adapt them to the basic qualities of enterprise would reply to the predictions of Bono, namely being supra-competition.