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Take‐off of online marketing: casting the next generation strategies

Amalesh Sharma (Teaching Associate based at the Indian School of Business, Hyderabad, India)

Business Strategy Series

ISSN: 1751-5637

Article publication date: 5 July 2011




The purpose of this research is to study the emerging nature of on‐line marketing and define the next generation strategies for online marketers.


It is a qualitative research to explain a few factors. Surveys were conducted to determine the view points of consumers. Existing literature and current trends are considered


On the basis of the study, author has tried to forecast certain major factors and strategic approaches, which will dominate the on‐line marketing world in the near future.

Research limitations/implications

It is difficult to predict trends. Extreme technological revolution, huge changes in market dynamics, economy of the nations and few other factors may affect the trends suddenly. So the intensity of the result may vary with time.

Practical implications:

It will add value to the strategic thinking of the organizations. Especially for the start‐ups firms and for the firms, which are following the traditional on‐line marketing strategies, it will give a new outlook.


The paper attempts to showing the critical factors, which are neglected while building the online marketing strategies. Also, author tries to show the original market trends and the necessity of innovative strategies



Sharma, A. (2011), "Take‐off of online marketing: casting the next generation strategies", Business Strategy Series, Vol. 12 No. 4, pp. 202-208.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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