engleski

Marketing Strategy and Internet

Every day exciting new technologies are being created that open up endless possibilities for Internet marketers. It is hard to imagine any business succeeding today without at least some presence on the Internet. Paying close attention to the ethical aspects of the use of web-based technologies in marketing might constitute a differentiating feature for proactive firms. Competitive strategy is primarily concerned with how a business should deploy resources at its disposal to achieve and maintain defensible competitive positional advantage in the marketplace. Companies that wish to differentiate themselves will have to turn to marketing ethics in order to gain and keep consumers. In order to adopt such a proactive stance, companies need to develop a model of ethical interactivity with consumers. Ethical marketing is a model of ethical interactivity between businesses and consumers that consists of seven practices – notice, choice, access, contact, security, horizon and intrusiveness. This article presents insights into changes in the nature and scope of marketing strategy. It also discusses and analyzes the topic of marketing and the Internet and looks how the Internet has changed some facets of marketing and it offers some insights on the prospects for future development.

marketing strategy; Internet; Internet marketing

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