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

Loading next page...
 
/lp/emerald-publishing/competitive-strategies-for-internet-marketers-in-emerging-markets-b39sNxwja7
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 CompetitivenessEmerald Publishing

Published: Feb 1, 2001

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off