IDEAS home Printed from https://ideas.repec.org/a/rom/rmcimn/v10y2009i4p816-825.html
   My bibliography  Save this article

The Role of Internet in Marketing Strategies

Author

Listed:
  • Ramin Bashir KHODAPARASTI

    () (Urmia University, Iran)

Abstract

The use of the Internet has increased in recent years remarkably. Conducting business in the digital economy means using Web- based systems on the Internet and other electronic networks to do some form of electronic commerce. Many research findings confirm and support being of positive effects of Internet on an enterprise's competitive advantage. In this paper, I will illustrate that enterprises can acquire relational and informational competency through Internet technology, and based on these competencies they can succeed in competitive cyber markets. According to the Internet competencies, Internet marketing strategies can be divided into five categories: Transactional, Profile, Customer-oriented, Relationship, and Knowledge strategies. Choosing and implementing any category of strategies depends on the degree of internet competencies (informational and relational) that a firm has. When both are high, proper internet marketing strategy seems to be knowledge strategies; and when both are low, transactional internet marketing strategies would be the suitable category.

Suggested Citation

  • Ramin Bashir KHODAPARASTI, 2009. "The Role of Internet in Marketing Strategies," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(4), pages 816-825, October.
  • Handle: RePEc:rom:rmcimn:v:10:y:2009:i:4:p:816-825
    as

    Download full text from publisher

    File URL: http://www.rmci.ase.ro/no10vol4/Vol10_No4_Article19.pdf
    Download Restriction: no

    More about this item

    Keywords

    Internet marketing strategies; Information technologies; Network computing; Digital economy; Information system.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rom:rmcimn:v:10:y:2009:i:4:p:816-825. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Marian Nastase). General contact details of provider: http://edirc.repec.org/data/mnasero.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.