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Marketing operations efficiency and the Internet: An organizing framework

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  • Kalaignanam, K.
  • Kushwaha, T.
  • Varadarajan, P.

Abstract

A business can leverage the potential of the Internet to enhance the effectiveness of its competitive strategy as well as the efficiency of its operations. While the former has received considerable attention in literature, there is a dearth of research on the later. This paper focuses on leveraging the Internet for enhancing the efficiency of a business' marketing operations. We propose an organizing framework that provides insights into opportunities for achieving marketing efficiency gains in the context of the interactivity, personalization and addressability characteristics of the Internet.

Suggested Citation

  • Kalaignanam, K. & Kushwaha, T. & Varadarajan, P., 2008. "Marketing operations efficiency and the Internet: An organizing framework," Journal of Business Research, Elsevier, vol. 61(4), pages 300-308, April.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:4:p:300-308
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    2. Varadarajan, Rajan & Yadav, Manjit S., 2009. "Marketing Strategy in an Internet-Enabled Environment: A Retrospective on the First Ten Years of JIM and a Prospective on the Next Ten Years," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 11-22.
    3. Ikechukwu Njoku & Prof. Wilson Ani, 2023. "Marketing Research and New Product Development in Selected Organizations in Enugu State," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(7), pages 654-670, July.
    4. Jeoung Yul Lee & Daekwan Kim & Byungchul Choi & Alfredo Jiménez, 2023. "Early evidence on how Industry 4.0 reshapes MNEs’ global value chains: The role of value creation versus value capturing by headquarters and foreign subsidiaries," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 54(4), pages 599-630, June.
    5. Csikósová, Adriana & Čulková, Katarína & Janošková, Mária, 2016. "Evaluation of quantitative indicators of marketing activities in the banking sector," Journal of Business Research, Elsevier, vol. 69(11), pages 5028-5033.
    6. Cai, Han & Mardani, Abbas, 2023. "Research on the impact of consumer privacy and intelligent personalization technology on purchase resistance," Journal of Business Research, Elsevier, vol. 161(C).

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