Electronic marketing (E-marketing) can be viewed as a new modern business practice associated with buying and selling goods, services, information and ideas via the Internet and other electronic means. A review of relevant literature revealed that definitions of electronic marketing vary according to each author's point of view, background and specialization. While Smith and Chaffey (2005) defines it as: "Achieving marketing objectives through applying digital technologies", Strauss and Frost (2001) define it as: "The use of electronic data and applications for planning and executing the conception, distribution and pricing of ideas, goods and services to create exchanges that satisfy individual and organizational objectives".

The researcher will depend on Strauss and Frost definition in conducting the current research because: it takes into consideration all the element of E-marketing, all types of products, it illustrate the main objective of E-marking which is creating the exchanges that satisfy individual and organizational needs. Moreover it is the official definition for E-marketing adopted by the E-Marketing Association.