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The changing nature of cyber‐marketing strategies

The changing nature of cyber‐marketing strategies This position paper revisits earlier research to outline contemporary thinking on the nature of cyber‐marketing strategies and the implications for organisations in the post‐Net era. It identifies in particular recent frameworks which appear to offer insights into the complexities and uncertainties associated with critical channels and new media for proactive marketing approaches. The emphasis within the paper is on the effective implementation of strategies driven by electronic networks generated through the Internet. An important contribution therefore is to recognise the dynamics of global marketing campaigns and the exploitation of theoretical frameworks, strategic positioning and viable information technologies and systems to achieve these objectives. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Business Process Management Journal Emerald Publishing

The changing nature of cyber‐marketing strategies

Ashok Ranchhod
Business Process Management Journal , Volume 10 (3): 15 – Jun 1, 2004
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References (42)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1463-7154
DOI
10.1108/14637150410539678
Publisher site
See Article on Publisher Site

Abstract

This position paper revisits earlier research to outline contemporary thinking on the nature of cyber‐marketing strategies and the implications for organisations in the post‐Net era. It identifies in particular recent frameworks which appear to offer insights into the complexities and uncertainties associated with critical channels and new media for proactive marketing approaches. The emphasis within the paper is on the effective implementation of strategies driven by electronic networks generated through the Internet. An important contribution therefore is to recognise the dynamics of global marketing campaigns and the exploitation of theoretical frameworks, strategic positioning and viable information technologies and systems to achieve these objectives.

Journal

Business Process Management Journal – Emerald Publishing

Published: Jun 1, 2004

Keywords: Internet marketing; Communication; Technology led strategy; Marketing strategy; Product positioning

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