The challenge of cyber-marketing planning and implementation

Authors:
Ashok Ranchhod;Calin Gurau;Ray Hackney
Affiliations:
Southampton Business School, East Park Terrace, Southampton, SO14 0RH, UK.;Centre d'Etudes et de Recherche sur les Organisations et le Management (CEROM), Group Sup. de Co. Montpellier, 2300 avenue des Moulins, 34185 Montpellier, France.;Manchester Metropolitan University, Aytoun Buildings, Aytoun Street, Manchester, UK.
Venue:
International Journal of Information Technology and Management
Year:
2004

Citing 4
Cited 0

Unleashing the killer app: digital strategies for market dominance

Unleashing the killer app: digital strategies for market dominance
Strategic alignment: leveraging information technology for transforming organizations

IBM Systems Journal
Blown to Bits: How the New Economics of Information Transforms Strategy

Blown to Bits: How the New Economics of Information Transforms Strategy
E-Commerce

E-Commerce

Quantified Score

Hi-index	0.03

Visualization

Abstract

This conceptual paper revisits earlier research to outline contemporary thinking on the planning and implementation of cyber-marketing strategies and the implications for organisations in the post-Net era. It identifies in particular recent frameworks, which appear to offer insights into the complexities and uncertainties associated with critical channels and new mediums for proactive marketing approaches. The emphasis within the paper is on the effective implementation of strategies driven by electronic networks generated through the internet. The firm implementing a cyber marketing strategy will have to consider the fit between organisational systems, procedures and objectives and the new challenges raised by the online transaction channel.