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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

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  • 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
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    References listed on IDEAS

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    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.
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    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.
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    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. Ma, Li & Li, Xiumin & Pan, Yu, 2024. "Employee allocation efficiency in the context of the digital economy: Evidence from “Broadband China” demonstration cities," Economic Analysis and Policy, Elsevier, vol. 82(C), pages 735-752.
    10. 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.
    11. 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.

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