The Impact of the Internet on Marketing Strategy: Revisiting Early Predictions
Küçük Resim Yok
Tarih
2010
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Igi Global
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
This conceptual paper revisits and reviews early milestone literature of influential authors, who discuss the impact of the Internet on major forces that shape a company's marketing strategy to assess whether their futurist predictions and conceptual claims turned out to be true or were later falsified by empirical research or market experience. In particular; the impact of the Internet on customers, design of products/services, pricing, marketing communications, intermediaries, publics, and social/cultural environmentis explored. Throughout the paper; related under-researched and unsettled areas are discussed and future research avenues are suggested.
Açıklama
Anahtar Kelimeler
Consumer Empowerment, Impact Of The Internet, Internet, Internet Marketing, Marketing Mix, Mobile Marketing, Online Marketing, Word-Of-Mouth, Consumer Power, Web, Price, Communication, Technology, Acceptance, Products, Company, Buyers
Kaynak
International Journal of E-Business Research
WoS Q Değeri
N/A
Scopus Q Değeri
Q3
Cilt
6
Sayı
4
