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| Author: | Varadarajan, P. R. Yadav, M. S. |
| Title: | Marketing Strategy and the Internet: An Organizing Framework |
| Journal: | Journal of the Academy of Marketing Science
2002 : FALL, VOL. 30:4, p. 296-312 |
| Index terms: | MARKETING STRATEGY INTERNET ORGANIZATION |
| Language: | eng |
| Abstract: | Competitive strategy is primarily concerned with how a business should deploy resources at its disposal to achieve and maintain defensible competitive positional advantages in the marketplace. Competitive marketing strategy focuses on how a business should deploy marketing resources at its disposal to facilitate the achievement and maintenance of competitive positional advantages in the marketplace. In a growing number of product-markets, the competitive landscape has evolved from a predominantly physical marketplace to one encompassing both the physical and the electronic marketplace. This article presents a conceptual framework delineating the drivers and outcomes of marketing strategy in the context of competing in this broader, evolving marketplace. |
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