The Internet: new international marketing issues
Riyad Eid
(Bradford University School of Management, Emm Lane, Bradford, West Yorkshire, England BD9 4JL)
Myfanwy Trueman
(Bradford University School of Management, Emm Lane, Bradford, West Yorkshire, England BD9 4JL)
8991
Abstract
The Internet provides a fundamentally different environment for international marketing and requires a different approach. Now it is unrealistic to apply the same marketing strategies without making some modifications to be appropriate to the electronic edge. This paper touches on the effect of international Internet marketing (IIM) on the marketing mix and explains the need for a new marketing paradigm. The aim is to determine some building blocks in the new marketing paradigm.
Keywords
Citation
Eid, R. and Trueman, M. (2002), "The Internet: new international marketing issues", Management Research News, Vol. 25 No. 12, pp. 54-67. https://doi.org/10.1108/01409170210783278
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited