Background Introduction & problem statement   * Though Bahrain business communities have been under pressure to effectively adopt and implement e-marketing and e-commerce to compete globally, no suitable standardized framework has existed to support businesses and consumers in this industry.   * There exists a problem of lack of guiding rules and facilities to govern the online business transactions. No research has been conducted to assess the effectiveness/status of e-commerce in Bahrain as is with other developing countries. Rational/importance of the research   * Study is important in assisting Bahrain regulators and policy makers to identify suitable measures for enhancing growth in this developing nation.   * Thesis will also improve cooperation amongst Bahrain scholars, regulators and policy makers by identifying gaps and suggesting measures for improvements. Aim   * To investigate the effectiveness of the implication of Bahrain’s e-commerce based on the companies’ and customers’ responses and expectations and go ahead to recommend improvements. Objectives   * To scrutinize the roles of e-commerce in Bahrain.   * To survey and illustrate the objectives and attitudes of customers and businessmen with regard to e-commerce in Bahrain.   * To recommend suitable and sustainable standards of adopting and implementing e-commerce in the country.   * To examine the issues hampering the successful adoption of e-commerce in Bahrain. Research Questions   * Commend on the extent to which the existing theoretical concepts have facilitated the use of ICT to support e-business operations in Bahrain.   * What kind of e-business models take place in Bahrain?   * How best have the national rules influenced e-marketing in Bahrain?   * What are the challenges/barriers facing the adoption and implementation of e-marketing in Bahrain? Scope   * Study limited its coverage to the following areas:       + Comparing how banks and other financial institutions in Bahrain have tried to effect online-banking systems.       + Narrowing on how Bahrain government has adopted electronic operations.       + Researcher will narrow down on the aspects of e-marketing in Bahrain: the available theoretical concepts, their effectiveness, infrastructure plus current regulatory framework. Limitations   * Little timeframe to cover the many aspects of the topic.   * Inadequate funding may have led to little coverage on some sections.   * Past findings gave little attention to the case of Bahrain.   * The quality of data from uncooperative study respondents may have lowered the quality of findings on some aspects. Literature   * This chapter reviewed past findings in the following ways:       + The conceptual framework looked at the definitions and the components of e-marketing.       + Here, the author discovered the relationship of the 4 major concepts as demonstrated in the figure below.       + From the figure, e-business is the broader concept that accommodates the other three.   * The author reviewed literature on the processes/stages of e-marketing: think, create, engage, optimize.   * The researcher also reviewed the following models that formed the e-marketing strategy: auction, merchant, manufacturer, affiliate, advertising, infomediary, subscription, brokerage, virtual communities and logistics model.   * The review also looked at