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| Author: | Melewar, T. C. Stead, C. |
| Title: | The Impact of Information Technology on Global Marketing Strategies |
| Journal: | Journal of General Management
2002 : SUMMER, VOL. 27:4, p. 29-40 |
| Index terms: | INFORMATION TECHNOLOGY MANAGEMENT GLOBAL MARKETING STRATEGY |
| Language: | eng |
| Abstract: | The Internet still has far to go as an aid to global marketing, but companies need clear strategic thinking first. It is argued that in this era of globalisation, business success or failure depends on whether a firm can compete effectively in world markets. Global strategy, the way a business competes in the global market, plays a vital role in determining the performance of a business in the global market. This paper examines the challenge facing firms using the Internet, and assesses whether or not this technology enhances the building and maintaining of a global customer base. The ultimate aim is to identify the extent to which developments in the Internet and e- commerce have impacted on global marketing strategies. |
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