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: https://www.rmci.ase.ro/no10vol4/Vol10_No4_Article19.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Oecd, 2002. "Access for Business," OECD Digital Economy Papers 67, OECD Publishing.
    Full references (including those not matched with items on IDEAS)

    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. Pereira, Pedro & Ribeiro, Tiago, 2011. "The impact on broadband access to the Internet of the dual ownership of telephone and cable networks," International Journal of Industrial Organization, Elsevier, vol. 29(2), pages 283-293, March.
    2. Vitor Braga, 2004. "Business networking for SMEs as a means to promote regional competitiveness: A Theoretical Framework," ERSA conference papers ersa04p455, European Regional Science Association.
    3. M. Kamil Kozan & Levent Akdeniz, 2014. "Role of Strong versus Weak Networks in Small Business Growth in an Emerging Economy," Administrative Sciences, MDPI, vol. 4(1), pages 1-16, February.
    4. Junfu Zhang, 2011. "The advantage of experienced start-up founders in venture capital acquisition: evidence from serial entrepreneurs," Small Business Economics, Springer, vol. 36(2), pages 187-208, February.
    5. Ágnes Nemcsicsné Zsóka, 2007. "The role of organisational culture in the environmental awareness of companies," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 12(2), pages 109-131.
    6. Palmero, Alfredo Jiménez & Herrera, Juan José Durán & Sabaté, Juan Manuel de la Fuente, 2013. "The role of psychic distance stimuli on the East-West FDI location structure in the EU. Evidence from Spanish MNEs," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 18(1), pages 36-65.
    7. App, Stefanie & Merk, Janina & Buettgen, Marion, 2012. "Employer Branding: Sustainable HRM as a Competitive Advantage in the Market for High-Quality Employees," management revue - Socio-Economic Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 23(3), pages 262-278.
    8. Galina Hale & João A. C. Santos, 2006. "Evidence on the costs and benefits of bond IPOs," Working Paper Series 2006-42, Federal Reserve Bank of San Francisco.
    9. Meng Wang & Lining Gan, 2018. "Religion and Corporate Innovation," Business and Management Studies, Redfame publishing, vol. 4(1), pages 81-95, March.
    10. Kym Anderson, 2003. "Trade Liberalization, Agriculture, and Poverty in Low-income Countries," WIDER Working Paper Series DP2003-25, World Institute for Development Economic Research (UNU-WIDER).
    11. Krug, B. & Hendrischke, H., 2006. "Framing China: Transformation and Institutional Change," ERIM Report Series Research in Management ERS-2006-025-ORG, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    12. Adam, Klaus & Merkel, Sebastian, 2019. "Stock price cycles and business cycles," Working Paper Series 2316, European Central Bank.
    13. Cervero, Robert, 2005. "Accessible Cities and Regions: A Framework for Sustainable Transport and Urbanism in the 21st Century," Institute of Transportation Studies, Research Reports, Working Papers, Proceedings qt27g2q0cx, Institute of Transportation Studies, UC Berkeley.
    14. Anders, Sven M. & Caswell, Julie A., 2006. "Assessing the Impact of Stricter Food Safety Standards on Trade: HACCP in U.S. Seafood Trade with the Developing World," 2006 Annual meeting, July 23-26, Long Beach, CA 21338, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    15. Julia Rouse & Dilani Jayawarna, 2011. "Structures of Exclusion from Enterprise Finance," Environment and Planning C, , vol. 29(4), pages 659-676, August.
    16. Li, Haiyan, 2020. "Role of overseas ethnic and non-ethnic ties and firm activity in the home country in the internationalization of returnee entrepreneurial firms," Journal of International Management, Elsevier, vol. 26(1).
    17. Fornoni, Mariel & Arribas, Iván & Vila, José E., 2012. "An entrepreneur's social capital and performance: the role of access to information in the Argentinean case," Nülan. Deposited Documents 1881, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
    18. Lone Kronbak & Marko Lindroos, 2006. "An Enforcement-Coalition Model: Fishermen and Authorities Forming Coalitions," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 35(3), pages 169-194, November.
    19. Sagren Moodley, 2002. "Competing in the Digital Economy?: The Dynamics and Impacts of B2B E-commerce on the South African Manufacturing Sector," WIDER Working Paper Series DP2002-79, World Institute for Development Economic Research (UNU-WIDER).
    20. Howell, Bronwyn & Obren, Mark, 2003. "Telecommunications Usage in New Zealand: 1993-2003," Working Paper Series 3886, Victoria University of Wellington, The New Zealand Institute for the Study of Competition and Regulation.

    More about this item

    Keywords

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

    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.

    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: Marian Nastase (email available below). General contact details of provider: https://edirc.repec.org/data/mnasero.html .

    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.