Objectives of knowledge management

Mobile marketing resources
● 
The worldwide Mobile Marketing Association (
www.mmaglobal.com
) has case studies 
and statistics of adoption.
● 
Mobile Data Association’s text.it (
www.text.it
) focuses on marketing for SMS and picture 
messaging.
● 
Mobile Marketing Magazine (
www.mobilemarketingmagazine.co.uk
). An online maga-
zine focussing on emerging approaches and case studies.
● 
Smart Insights, mobile marketing (
www.smartinsights.com/mobile-marketing
). 
Examples and the latest developments in mobile marketing.
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4
➔ 
Social and legal factors 131
➔ 
Environmental and green issues 
related to Internet usage 154
➔ 
Taxation 155
➔ 
Economic and competitive 
factors 158
➔ 
Political factors 162
➔ 
E‑government 164
➔ 
Technological innovation and 
technology assessment 165 
4.1
The implications of globalisation 
for consumer attitudes 160
Chapter at a glance
Main topics
E‑environment
Learning outcomes
After completing this chapter the reader should be able to:
● 
Identify the different elements of an organisation macro‑ 
environment that impact on an organisation’s digital business 
and digital marketing strategy
● 
Assess the impact of legal, privacy and ethical constraints or 
opportunities on a company
● 
Assess the role of macro‑ economic factors such as economics, 
governmental digital business policies, taxation and legal 
constraints
Management issues
Links to other chapters
The issues for managers raised in this chapter include:
● 
What are the constraints such as legal issues which should be 
taken into account when developing and implementing a digital 
business strategy?
● 
How can trust and privacy be assured for the customer while 
seeking to achieve marketing objectives of customer acquisition 
and retention?
● 
Assessment of the business relevance of technological 
innovation
The main related chapters are:
● 
Chapter 2
Marketplace analysis for e‑commerce – introduces the 
different elements of the online marketplace
● 
The strategic approaches outlined in Part 2 (
Chapters 5, 6 and 8
) 
require consideration of the constraints placed on strategy by a 
companies environment
Case studies
Web support
The following additional case studies 
are available at