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COMPETITIVE STRATEGIES FOR INTERNET MARKETERS IN EMERGING MARKETS

COMPETITIVE STRATEGIES FOR INTERNET MARKETERS IN EMERGING MARKETS In emerging markets, Internet marketers need to pursue strategies that are different from those in developed countries. The four major considerations that guide Internet marketers in emerging markets are technology, marketing functions, target markets, and the marketing mix. This paper analyzes these four issues and develops appropriate strategic propositions for Internet marketers in emerging markets. Upon recognizing the technologyrelated constraints in emerging markets, marketers are advised to use the Internet more for informational rather than transactional or productdelivery purposes, and focus on business customers and affluent consumers. Propositions are made regarding the appropriate product, promotion, pricing, and distribution strategies to reach these target markets in emerging economies by using the Internet. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Competitiveness Review: An International Business Journal incorporating Journal of Global Competitiveness Emerald Publishing

COMPETITIVE STRATEGIES FOR INTERNET MARKETERS IN EMERGING MARKETS

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1059-5422
DOI
10.1108/eb046424
Publisher site
See Article on Publisher Site

Abstract

In emerging markets, Internet marketers need to pursue strategies that are different from those in developed countries. The four major considerations that guide Internet marketers in emerging markets are technology, marketing functions, target markets, and the marketing mix. This paper analyzes these four issues and develops appropriate strategic propositions for Internet marketers in emerging markets. Upon recognizing the technologyrelated constraints in emerging markets, marketers are advised to use the Internet more for informational rather than transactional or productdelivery purposes, and focus on business customers and affluent consumers. Propositions are made regarding the appropriate product, promotion, pricing, and distribution strategies to reach these target markets in emerging economies by using the Internet.

Journal

Competitiveness Review: An International Business Journal incorporating Journal of Global Competitiveness – Emerald Publishing

Published: Feb 1, 2001

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