IDEAS home Printed from https://ideas.repec.org/a/eee/joinma/v23y2009i1p11-22.html
   My bibliography  Save this article

Marketing Strategy in an Internet-Enabled Environment: A Retrospective on the First Ten Years of JIM and a Prospective on the Next Ten Years

Author

Listed:
  • Varadarajan, Rajan
  • Yadav, Manjit S.

Abstract

During the past decade, developments such as the rapid growth of the Internet, digitization of information products, and digitization of the information attributes of non-information products, has necessitated businesses to fundamentally rethink, as well as institute major changes in, their marketing strategies. Against this backdrop, we present a critical assessment of extant research on marketing strategy in an Internet-enabled environment viewed through the lens of research published in previous volumes of the Journal of Interactive Marketing (JIM), and speculate on the future of interactive marketing in the contexts of marketing practice, research in marketing and marketing education. Looking back, it is evident that marketing strategy and marketing operations have been transformed by the Internet in many ways. Looking ahead, it can be expected that marketing strategy and marketing operations will be even more extensively integrated and blended in the Internet-enabled market environment in the future.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:joinma:v:23:y:2009:i:1:p:11-22
    DOI: 10.1016/j.intmar.2008.10.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1094996808000030
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.intmar.2008.10.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Michael R. Baye & John Morgan & Patrick Scholten, 2004. "Temporal Price Dispersion: Evidence from an Online Consumer Electronics Market," Working Papers 2004-04, Indiana University, Kelley School of Business, Department of Business Economics and Public Policy.
    2. Unknown, 2005. "Forward," 2005 Conference: Slovenia in the EU - Challenges for Agriculture, Food Science and Rural Affairs, November 10-11, 2005, Moravske Toplice, Slovenia 183804, Slovenian Association of Agricultural Economists (DAES).
    3. 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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Di Gregorio, Angelo & Maggioni, Isabella & Mauri, Chiara & Mazzucchelli, Alice, 2019. "Employability skills for future marketing professionals," European Management Journal, Elsevier, vol. 37(3), pages 251-258.
    2. López-Fernández, Begoña & Perrigot, Rozenn, 2018. "Using Websites to Recruit Franchisee Candidates," Journal of Interactive Marketing, Elsevier, vol. 42(C), pages 80-94.
    3. Kumar, V. & Ramachandran, Divya & Kumar, Binay, 2021. "Influence of new-age technologies on marketing: A research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 864-877.
    4. Anderl, Eva & Schumann, Jan Hendrik & Kunz, Werner, 2016. "Helping Firms Reduce Complexity in Multichannel Online Data: A New Taxonomy-Based Approach for Customer Journeys," Journal of Retailing, Elsevier, vol. 92(2), pages 185-203.
    5. Mathilde Pulh & Rémi Mencarelli, 2015. "Web 2.0: Is the museum-visitor relationship being redefined ?," Post-Print halshs-01498653, HAL.
    6. Urban, Glen L. & Amyx, Cinda & Lorenzon, Antonio, 2009. "Online Trust: State of the Art, New Frontiers, and Research Potential," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 179-190.
    7. Kuchmaner, Christina A. & Wiggins, Jennifer & Grimm, Pamela E., 2019. "The Role of Network Embeddedness and Psychological Ownership in Consumer Responses to Brand Transgressions," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 129-143.
    8. 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.
    9. Rajan Varadarajan, 2011. "Marketing strategy: discerning the relative influence of product and firm characteristics," AMS Review, Springer;Academy of Marketing Science, vol. 1(1), pages 32-43, March.
    10. Dongwoo Shin & Ji Song & Abhijit Biswas, 2014. "Electronic word-of-mouth (eWOM) generation in new media platforms: The role of regulatory focus and collective dissonance," Marketing Letters, Springer, vol. 25(2), pages 153-165, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pilar Lopez-Llompart & G. Mathias Kondolf, 2016. "Encroachments in floodways of the Mississippi River and Tributaries Project," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 81(1), pages 513-542, March.
    2. Cheng, Jianquan & Bertolini, Luca, 2013. "Measuring urban job accessibility with distance decay, competition and diversity," Journal of Transport Geography, Elsevier, vol. 30(C), pages 100-109.
    3. M. De Donno & M. Pratelli, 2006. "A theory of stochastic integration for bond markets," Papers math/0602532, arXiv.org.
    4. Prilly Oktoviany & Robert Knobloch & Ralf Korn, 2021. "A machine learning-based price state prediction model for agricultural commodities using external factors," Decisions in Economics and Finance, Springer;Associazione per la Matematica, vol. 44(2), pages 1063-1085, December.
    5. Michelle Sheran Sylvester, 2007. "The Career and Family Choices of Women: A Dynamic Analysis of Labor Force Participation, Schooling, Marriage and Fertility Decisions," Review of Economic Dynamics, Elsevier for the Society for Economic Dynamics, vol. 10(3), pages 367-399, July.
    6. Henrekson, Magnus & Johansson, Dan, 2010. "Firm Growth, Institutions and Structural Transformation," Ratio Working Papers 150, The Ratio Institute.
    7. Karen K. Lewis, 2011. "Global Asset Pricing," Annual Review of Financial Economics, Annual Reviews, vol. 3(1), pages 435-466, December.
    8. DAVID M. BLAU & WILBERT van der KLAAUW, 2013. "What Determines Family Structure?," Economic Inquiry, Western Economic Association International, vol. 51(1), pages 579-604, January.
    9. Panagiota DIONYSOPOULOU & Georgios SVARNIAS & Theodore PAPAILIAS, 2021. "Total Quality Management In Public Sector, Case Study: Customs Service," Regional Science Inquiry, Hellenic Association of Regional Scientists, vol. 0(1), pages 153-168, June.
    10. Afanasyev, Dmitriy O. & Fedorova, Elena A. & Popov, Viktor U., 2015. "Fine structure of the price–demand relationship in the electricity market: Multi-scale correlation analysis," Energy Economics, Elsevier, vol. 51(C), pages 215-226.
    11. Peter Viggo Jakobsen, 2009. "Small States, Big Influence: The Overlooked Nordic Influence on the Civilian ESDP," Journal of Common Market Studies, Wiley Blackwell, vol. 47(1), pages 81-102, January.
    12. Julie Holland Mortimer, 2007. "Price Discrimination, Copyright Law, and Technological Innovation: Evidence from the Introduction of DVDs," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 122(3), pages 1307-1350.
    13. Suwan Shen & Xi Feng & Zhong Ren Peng, 2016. "A framework to analyze vulnerability of critical infrastructure to climate change: the case of a coastal community in Florida," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 84(1), pages 589-609, October.
    14. Jean-Bernard Chatelain & Kirsten Ralf, 2017. "Can We Identify the Fed's Preferences?," Working Papers halshs-01549908, HAL.
    15. Billio, Monica & Casarin, Roberto & Osuntuyi, Anthony, 2016. "Efficient Gibbs sampling for Markov switching GARCH models," Computational Statistics & Data Analysis, Elsevier, vol. 100(C), pages 37-57.
    16. Jan Babecký & Fabrizio Coricelli & Roman Horváth, 2009. "Assessing Inflation Persistence: Micro Evidence on an Inflation Targeting Economy," Czech Journal of Economics and Finance (Finance a uver), Charles University Prague, Faculty of Social Sciences, vol. 59(2), pages 102-127, June.
    17. Lloyd, S. P., 2017. "Unconventional Monetary Policy and the Interest Rate Channel: Signalling and Portfolio Rebalancing," Cambridge Working Papers in Economics 1735, Faculty of Economics, University of Cambridge.
    18. Fischer, Andreas M. & Ranaldo, Angelo, 2011. "Does FOMC news increase global FX trading?," Journal of Banking & Finance, Elsevier, vol. 35(11), pages 2965-2973, November.
    19. Mazzlida Mat Deli & Ruhizan Mohamad Yasin, 2016. "Quality Education of Orang Asli in Malaysia," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(11), pages 233-240, November.
    20. Ichiro Fukunaga, 2007. "Imperfect Common Knowledge, Staggered Price Setting, and the Effects of Monetary Policy," Journal of Money, Credit and Banking, Blackwell Publishing, vol. 39(7), pages 1711-1739, October.

    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:eee:joinma:v:23:y:2009:i:1:p:11-22. See general information about how to correct material in RePEc.

    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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-interactive-marketing/ .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.