Marketing challenges of E-services

Ruth N. Bolton

Research output: Contribution to journalReview articlepeer-review

6 Scopus citations


Various marketing challenges associated with e-services are discussed. Marketing activity occurs through channels that enable distribution, communication, and transactions. A key marketing challenge for organizations is the harmonization of marketing activities across products and across channels. E-services can be considered to act both as substitutes and complements to existing services.

Original languageEnglish (US)
Pages (from-to)43-44
Number of pages2
JournalCommunications of the ACM
Issue number6
StatePublished - Jun 2003
Externally publishedYes

ASJC Scopus subject areas

  • Computer Science(all)


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