Essay about International Marketing

5677 Words Aug 26th, 2013 23 Pages
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International e-marketing: opportunities and issues
Jagdish N. Sheth
Goizueta Business School, Emory University, Atlanta, Georgia, USA, and

E-marketing: opportunities and issues 611
Received October 2004 Revised June 2005 Accepted July 2005

Arun Sharma
School of Business, University of Miami, Coral Gables, Florida, USA
Purpose – E-marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e-marketing
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The proposed strategies are – brick and click strategies, digitization, disintermediation, buying groups and alternative infrastructure, firm driven e-marketing strategies, and corporate exchanges. Originality/value – This paper is the first attempt to examine the relationship between a country’s infrastructure, marketing institutions and the appropriate e-marketing strategies. Keywords International marketing, Electronic commerce, Globalization Paper type Research paper

Introduction E-marketing strategies entail utilizing existing and emerging communication and data networks to impart personalized and uninterrupted communication between the firm and its customers and to provide value above traditional networks (Watson et al., 2002). The opportunities of e-marketing are large as papers in this special issue will attest. However, in order to understand the opportunities and issues faced by e-marketing we examine the evolution of marketing practice. In the agricultural era and, recently, even in developing countries, consumers and businesses bought products close to their physical location and had them adapted toward their needs. In this structure, most marketing transactions were initiated by the customer and adapted to her/his specific needs (e.g. tailors and clothing). Production was typically initiated after receiving the customer order, and specialization was at a local level.

International Marketing Review Vol. 22

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