EMs as trade tools have been the subject of several disruptive changes during the past few decades. The chapter discusses the importance of EM integration and market knowledge management as today's main concerns affecting the effectiveness and efficiency of EMs. After explaining the concerns regarding EM integration at intra- and inter-organizational levels, the chapter mentions the role of social media as an example of new technological tools that affect EMs. By highlighting the importance of understanding EMs this paper proposes a four level analytical tool for differentiating B2B EMs.

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Persistent URL dx.doi.org/10.4018/978-1-4666-4510-3.ch001
Lavassani, K.M. (Kayvan Miri), Movahedi, B. (Bahar), & Kumar, V. (2013). From integration to social media: Understanding electronic marketplace. doi:10.4018/978-1-4666-4510-3.ch001