IJMSS Vol.05 Issue-04, (April, 2017) ISSN: 2321-1784 International Journal in Management and Social Science (Impact Factor- 6.178) A Monthly Double-Blind Peer Reviewed Refereed Open Access International Journal - Included in the International Serial Directories International Journal in Management and Social Science http://www.ijmr.net.in email id- irjmss@gmail.com Page 292 STRATEGIC AND TACTICAL USE OF E-MARKETING STRATEGIES IN THE APPAREL INDUSTRY AND ITS EFFECTS ON RETAIL MANAGEMENT PROGRAMME Dr. Christopher M. Panganiban / Dr. Irene P. Villareal Department of Business and Management Studies / Department of Foundation Studies Gulf College, Mabella Oman Abstract: E-marketing is supplementary formation and maintenance of a website. It involves the whole procedure undertaken by an organizations as to create and promote a product which exists in reality. The strategies of the e-marketing include the advertising of the products using the websites with the help of search engine marketing and social media. The use of the Internet has increased remarkably in recent years. Many research findings confirm and support the positive effects of e-marketing on an enterprise's competitive advantage. The research starts by understanding the mission and goals of the company. Then it continues in exploring the internal and external environment of the company. This conceptual paper attempts to determine the effectiveness of e-marketing strategies on its retail management programme. Analyses indicate that the effectiveness of these strategy variables is constant based on the strategic orientation adopted by the firm. Furthermore, in the study the researchers see how the company recognises every need in the market and how it offers products and services for different customer segments. The study is finalised by analysiŶg ŵaŶagers aŶd eŵploLJees’ perceptions on the effectiveness of e-marketing strategies used by the company through its marketing communication strategy, strategic marketing, distribution strategy, and competitive marketing strategy. The focus of the study is the formulation of e-marketiŶg strategies for the ĐoŵpaŶLJ’s future edžpaŶsioŶ into strategically important markets. Keywords: marketing communication strategy, strategic marketing, distribution strategy, competitive marketing strategy, apparel industry, retail management programme 1. Introduction The Internet is assumed to be an important channel for marketing and distribution of products and services. This is, among other things, due to the cost effectiveness of the Internet and the convenience for customers. With the Internet, marketers can reach out to a broad customer base, locate target customers, identify their needs and communicate with them at a relatively low cost. Marketing, especially international marketing is a great challenge even for private corporations, which are often regarded as specialists in marketing practices [7]. The process of change from the old economy to the new global economy has brought tremendous change and development to the services being offered by the industry. In this industry of fierce competition, the companies have been forced to come up with very creative technological innovations and winning marketing strategies. Parts of the change brought by the global competition within these industries are new economics, new market structures, and new marketing strategies through the IŶterŶet as ǁell as Ŷeǁ teĐhŶologiĐal struĐtures. MarketiŶg ĐaŶ ďe described as commercial, cause-related or social depending on the locus of benefit, the objective or outcome desired and the focus of exchange. Social marketing has been described as the application of marketing technologies designed to influence the voluntary behavior of a target audience to improve