As a future Marketing professional, creativity is a basic skill as well as analytical thinking: you should prove them by including your own comments, opinions and conclusions upon subject and not limit yourself to present only what other people said. Be critical to yourself and to others. Don't be afraid to bring out your own vision – that's what counts most!

Writing style

Your paper is an academic piece of work, and so it should look and feel like. Give a lot of attention to your writing style:

- language issues – keep an academic and formal style, with no colloquial expressions and no slang terms. Be very precise and avoid hypes (yes, yes, we know it's hard to do it especially when you're a Marketing or Advertising professional-to-be) and irrational use of superlatives ("the best", "the greatest", "the most"… ). For a professional look, avoid using vague expressions such as "some authors say…", be specific and precise! A common mistake is to assume some things are obvious or known: no, they're not obvious to everyone, so you have to justify your statements (okay… except maybe if you're saying that "1+1=2"...)

- grammar issues – nothing can cut enthusiasm for a paper more than poor spelling and grammar! Check – check – check and check again your grammar before submitting your work: make use of grammar facilities included in word processors, ask your friends to proofread your paper, use dictionaries and grammar books every time you're unsure about something.

- layout and other issues: keep a professional clean simple layout, and stick to one font type (eg. Arial, Times New Roman or Verdana). Unless you're asked to submit your paper in another layout, you might want to leave 3 cm (1,2 in) edges on both left and right side, use line spacing at 1.5 and font sizes 10 to 12 (depending on font type) for normal text, with chapter title sized at 14. Double check your quotations to be acknowledged, and make sure tables and drawings are numbered correctly.

Take a final look at your work and ask yourself if you're feeling proud of it. If answer is a strong "yes!", you’re probably ready to present it.

Presentation – final torment!

Let's not forget these guidelines were written especially for Marketing students. For you, presentation of your paper should count much more than for other students, since it is a way to promote yourself and your work. If you fail at marketing your own person, how can you be successful in marketing something / someone else? This is reason why you should dedicate a lot of time and energy to this apparently insignificant last issue.

Don't fall into trap of thinking that since your paper content is great, it will speak for yourself. It will not! You have to bring out strengths of paper and try to minimize its weaknesses, if any. Treat your paper like it is a new product that needs to be launched, and your teachers are consumers. Make them "buy" your paper, make them enthusiastic about it!

Start your presentation with an introduction of how paper subject attracted you, then shortly point elements of novelty you bring in. After that, you can proceed with content briefing: keep short and very objective. Talk loud and clear and note people's attention level: try to keep them awake but if you see them drowsing, you can refresh atmosphere by changing your tonality or inserting a joke.

At end, don't forget to conclude: a paper with no conclusion is an unfinished pointless paper! Sustain your speech with a proper visual support: in most cases, a projector would do a great job. Be careful of how you build your slides: use 80% drawings and figures and only 20% text, as human eye and brain respond much better to suggestive drawings instead of regular boring text. Pay attention to coherency: your presentation must flow and your ideas must have continuity. Practice your speech at home or in front of your friends, ask for comments and critics.

Good luck!!!

For these reasons, we should consider Customer Service function (in its fullest and largest definition) as an essential one within e-Marketing mix.

As we can easily figure out, service (or assistance if you wish) can be performed upon any element from classic 4 P's, hence its moderating character.

4. Community We can all agree that e-Marketing is conditioned by existence of this impressive network that internet is. The merely existence of such a network implies that individuals as well as groups will eventually interact. A group of entities that interact for a common purpose is what we call a "community" and we will soon see why it is of absolute importance to participate, to be part of a community.

The Metcalf law (named after Robert Metcalf) states that value of a network is given by number of its components, more exactly value of a network equals square of number of components. We can apply this simple law to communities, since they are a network: we will then conclude that value of a community rises with number of its members. This is power of communities; this is why we have to be a part of it.

The customers / clients of a business can be seen as part of a community where they interact (either independent or influenced by marketer) – therefore developing a community is a task to be performed by any business, even though it is not always seen as essential.

Interactions among members of such a community can address any of other functions of e-Marketing, so it can be placed next to other moderating functions.

5. Site We have seen and agreed that e-Marketing interactions take place on a digital media – internet. But such interactions and relations also need a proper location, to be available at any moment and from any place – a digital location for digital interactions.

Such a location is what we call a "site", which is most widespread name for it. It is now time to mention that "website" is merely a form of a "site" and should not be mistaken or seen as synonyms. The "site" can take other forms too, such as a Palm Pilot or any other handheld device, for example.

This special location, accessible through all sort of digital technologies is moderating all other functions of e-Marketing – it is then a moderating function.

6. Security The "security" function emerged as an essential function of e-Marketing once transactions began to be performed through internet channels.

What we need to keep in mind as marketers are following two issues on security:

- security during transactions performed on our website, where we have to take all possible precautions that third parties will not be able to access any part of a developing transaction;

- security of data collected and stored, about our customers and visitors.

A honest marketer will have to consider these possible causes of further trouble and has to co-operate with company's IT department in order to be able to formulate convincing (and true, honest!) messages towards customers that their personal details are protected from unauthorized eyes.

7. Sales Promotion At least but not last, we have to consider sales promotions when we build an e-Marketing strategy. Sales promotions are widely used in traditional Marketing as well, we all know this, and it is an excellent efficient strategy to achieve immediate sales goals in terms of volume.

This function counts on marketer's ability to think creatively: a lot of work and inspiration is required in order to find new possibilities and new approaches for developing an efficient promotion plan.

On other hand, marketer needs to continuously keep up with latest internet technologies and applications so that he can fully exploit them.

To conclude, we have seen that e-Marketing implies new dimensions to be considered aside of those inherited from traditional Marketing. These dimensions revolve around concept of relational functions and they are a must to be included in any e-Marketing strategy in order for it to be efficient and deliver results.