Virtualization of Marketing

For the last two decades, virtualization processes have been considered developing phenomena in management studies, particularly within the context of the creation of interand intra-organizational networks, establishing strong relationships with customers and the appreciation of intangible assets in companies. The purpose of this paper is to define the concept of virtualization from a marketing perspective, identify the main directions of marketing virtualization, and to propose a multidimensional conceptual solution for virtualization within the marketing processes. The proposed analyses help to understand the multifaceted impact of the virtual environment on company’s marketing and can support the quantitative empirical studies on the marketing virtualization.