Sukses Bisnis Internet: The “E-Literature”: A Framework for Understanding the Accumulated Knowledge about Internet Marketing

by : Hande Kımıloğlu

2004

(Published : Academy of Marketing Science Review volume 2004)

EXECUTIVE SUMMARY

The marketing discipline has been exposed to various changes and strong challenges with the introduction and diffusion of the Internet phenomenon into the business arena. Ever since this new multimedia environment of exchange emerged, many studies have been conducted about how it will affect the nature and future of marketing activities. This study is an attempt to organize and summarize the literature about Internet marketing and enlighten the research routes that will contribute to the advancement of the discipline.

The study has a macro perspective and provides a bird’s eye view of the Internet marketing literature. First, the general impact of technological advancements on the marketing discipline is analyzed. This discussion is extended with an examination of the studies that compare conventional marketing practices with the principles and rules of the e-marketing world. A deeper understanding is developed by reviewing the inventory of studies handling the four major components of the traditional marketing mix in an online context.
In order to capture a full understanding of the online marketing environment, studies approaching various top-ics about Internet marketing from the perspective of two major players in the field are examined. One group displays the consumer perspective and includes many valuable studies about individuals’ buying behavior. On the complementary side, the business perspective has also been investigated so that the discussions about the current state of online marketing are not limited to a consumer-oriented approach.

Finally, studies about popular fields of e-marketing research are investigated under the title of current issues in Internet marketing. These include ethical issues, privacy and security concerns, online marketing research, e-CRM, the competitive environment on the Internet and the anti-socializing impact of the online shopping environment.
This review serves two purposes. It identifies the major scope and content of the studies about Internet marketing and displays the current state of the discipline. It also enlightens the main avenues or niche routes for future research by clarifying under investigated or unsettled areas. The framework of this literature review can serve as a skeleton explaining the accumulated state of knowledge about Internet marketing and can be a useful starting point for studies aiming to expand the views about this area further.

Keywords: Internet marketing, electronic marketing, online marketing

Artikel lengkap dikompilasi oleh/hubungi :
Oleh : Kanaidi, SE., M.Si
Jln. Sariasih No.54 Bandung 40151
Telp. 022-2009570 HP 0812 2353 284
e-mail : kana_ati@yahoo.com

Butuh Artikel/Jurnal Lainnya?, click disini: