IntroductionE-marketing is defined as "a type of e-commerce that achieves marketing objectives through the use of electronic communication technologies such as the Internet, telephone cell phone, email, and databases" (Smith & Chaffey, 2005). Smith and Chaffey (2005) highlight the following points:1. It should not be technology that drives e-marketing, but the company's return from acquiring new customers and maintaining relationships with existing customers.2. E-marketing does not happen in isolation, but is most effective when integrated with other communication channels such as telemarketing, direct mail, personal selling, advertising, advertising, sales promotion and other promotional techniques3. E-marketing should be based on knowledge of customer needs developed by researching their characteristics, behavior, what they value and what keeps them loyal.4. Online channels should also be used to support the entire purchasing process, from pre-sales to sales, post-sales and the further development of customer relationships where appropriate.5. Web and email communications should be personally tailored to individual buyers based on the information obtained in the research. This paper will explore the evolution of market research and intelligence, evaluate the key external factors that have stimulated or inhibited the development of e-Marketing, showcase the growth and access the level of commitment to e-marketing in the industry of retail.Market Research and IntelligenceMarket research is a systematic approach to collecting, analyzing and reporting data relevant to a company's specific marketing situation. There are many sources in which to gather this data, including but not limited to internal sources, periodicals, commercial data, and government publications. A company can also hire a market research firm to conduct a customized search strategy marketing on specialized lines. Market research information is then used to discover market opportunities, estimate future demand or probe buyer intentions. Market intelligence supports the business objective of identifying trends, government regulations affecting that industry, or analyzing market segments. Retailers use market intelligence by sending shoppers to their establishment to see how employees treat customers and to access overall customer service. This information is then used to make improvements or access market opportunities. Growth and Development of E-Marketing in the Retail Industry In the past, retailers used commercials, print advertising, and Sunday sale circulars to market to customers. In today's age of technology, these media alone simply won't work. Today's retailers are "focused on driving site traffic, commerce, or both. Tactics primarily revolve around affiliate and search marketing, targeted display advertising on cost per click, and cost per sale. From the point of site view, advertisers have worked to improve the site's usability and design.