Abstract
E- Marketing is one of the major trends that describes modern business view, flourishing export opportunities for the producers by reducing expenses and going beyond geographical boundaries. Cement is one the strategic industries that plays an important role in national economic and civil development and considering its competitive advantages in cheap production of this product, efficient marketing must be taken into account. This study, by using the descriptive survey method not only aims to identify the barriers to adoption and development of E-Marketing in cement industry, but also prioritize them. The population of this study includes experts and business executives and sales areas of 17 cement companies with 35% production in Iran, and approve the cultural, communicational- technological infrastructure and managerial-structural are the barriers. It was found that unlike the current belief that the problems of communication and technological infrastructure was thought to be the prominent factor, the structure and management factors have the first position among other factors and it seems that more attempt is needed in making the supporting legislation and governmental policies, procedures and training reform more efficient.
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