Advances in information technology have constantly impacted upon the global marketing strategies of firms. This paper assesses the implications that an Internet presence can bring to organisations’ global marketing strategies and evaluates the difficulties the Internet can pose to the global marketing strategies of firms, a topic often overlooked in published material. Providing real life examples of online corporate activism this article illustrates how the Internet facilitates an individual’s ability to hold corporations accountable for their actions and proposes strategies which marketers should consider when facing this other side of the Internet.
Melewar, T. and Smith, N. (2003), "The Internet revolution: some global marketing implications", Marketing Intelligence & Planning, Vol. 21 No. 6, pp. 363-369. https://doi.org/10.1108/02634500310499220Download as .RIS
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