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The challenge of cyber-marketing planning and implementation

Ranchhod, Ashok and Gurău, Călin and Hackney, Ray A. (2004) The challenge of cyber-marketing planning and implementation. ISSN 1461-4111

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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.

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