Marketing Operations Efficiency and the Internet: An Organizing Framework
ثبت نشده
چکیده
A business can leverage the potential of the Internet to enhance the effectiveness of its competitive strategy as well as the efficiency of its operations. While the former has received considerable attention in literature, there is a dearth of research on the later. This paper focuses on leveraging the Internet for enhancing the efficiency of a business’ marketing operations. We propose an organizing framework that provides insights into opportunities for achieving marketing efficiency gains in the context of the interactivity, personalization and addressability characteristics of the Internet.
منابع مشابه
Developing an Internet Marketing Model in Sports: A Case Study of Sports Facilities Development and Maintenance Company
Scientific advances have affected all fields. The sports industry has to use new marketing methods to stay ahead of other industries. Therefore, this study was conducted to develop an e-marketing model in sports. The research method is descriptive-correlational and survey. The statistical population of the study included all managers, professors and experts familiar with e-commerce and sports ...
متن کاملNetwork DEA Approach to Organizing and Job Evaluation Process Assessment: Real Case of Iranian Oil and Gas Industry
All organizations have structure. Researchers emphasized the importance of the organizational structure to achieve the goals and mission of an organization. Thus Performance assessment of organizing is essential for managers and decision makers to find weaknesses and eliminate them. Organizations are designed by different methods and process, based on same principles and theories. In this study...
متن کاملInternet Marketing Strategies
The use of the Internet has increased in recent years remarkably. Companies employ the World Wide Web (WWW) to gather, disseminate and interchange information with actual and potential customers, and then Internet Technology seems to be served and applied as a strategic tool and affects strategies and practices of a firm such as Porter's competitive strategies. Many research findings confirm an...
متن کاملEthical Challenges in Viral Marketing
Since the use of internet has been identified as a necessity in today’s world, businesses benefit from different aspects of this technology especially for marketing and advertisements so that the owners of businesses are searching for effective high speed and low costs ways of marketing such as viral marketing. Despite of its high efficiency and effectiveness, viral marketing creates various et...
متن کاملThe Nexus among Resource Based Theory, Marketing Strategy, and Firm Performance: An Integrated Framework
The purpose of this article is to present the link among resource based theory, marketing strategy, and firms’ performance in order to propose integrative framework showing how the three constructs are linked. It is organized based on a review of academic literature on resource based theory and marketing strategy chronicled in major marketing journals up to December 2015. Besides, the paper ref...
متن کامل