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In emerging markets, Internet marketers need to pursue strategies that are different from those in developed countries. The four major considerations that guide Internet marketers in emerging markets are technology, marketing functions, target markets, and the marketing mix. This paper analyzes these four issues and develops appropriate strategic propositions for Internet marketers in emerging markets. Upon recognizing the technology‐related constraints in emerging markets, marketers are advised to use the Internet more for informational rather than transactional or product‐delivery purposes, and focus on business customers and affluent consumers. Propositions are made regarding the appropriate product, promotion, pricing, and distribution strategies to reach these target markets in emerging economies by using the Internet.

The purpose of this study is to examine the internet marketing literature to determine how internet marketing research has evolved in terms of quantity, content, and publication outlets. In addition, the paper identifies important trends in the internet marketing literature and provides a view of the research gaps and expected topical areas of interest.

A content analysis was performed on approximately 1,400 internet‐related marketing articles identified by searching the ABI/INFORM database. A total of 902 peer‐reviewed internet marketing articles appearing in nearly 80 different journals were identified. The study revealed that 60 percent of the internet research had been published in the last three years. The three most researched internet marketing areas were consumer behavior, internet strategy, and internet communications. The topics with the highest growth over the past two years were research issues and consumer search. Over the past 15 years, 14 articles appeared in the top three marketing journals.

The article identified important trends in the internet marketing research to provide future direction, particularly in terms of research gaps and expected topical areas of interest. The three major research areas that are likely to grow in the next few years are: consumer trust pertaining to the internet, the use of the internet by consumers for marketing related activities, and where is the internet headed in terms of integrating strategies?

The study provides both academics and practitioners with an updated review of the internet marketing literature along with a sense of how internet marketing research is evolving.

Much attention, both within the popular media and the academic milieu, is devoted to presenting a very positive image of the Internet in terms of its usefulness and its importance within the business environment of the 1990s. The above statements convey that any company can ill afford not to have a presence on the Internet. The objective of this paper is to establish whether a strategic intention exists for companies being on the Internet or whether there is an element of ‘keeping up with the Jones's’. This has been achieved by undertaking investigative research in order to establish the reason why companies, who already have a presence on the Internet, have selected to be there. The research will concentrate on clothing retailers operating within the UK marketplace. In all, it is hoped that this research will go some way to offering a more focused view on the use of the Internet and its potential as part of a viable strategy for clothing retail marketing.

Internet + and Electronic Business in China is a comprehensive resource that provides insight and analysis into E-commerce in China and how it has revolutionized and continues to revolutionize business and society. Split into four distinct sections, the book first lays out the theoretical foundations and fundamental concepts of E-Business before moving on to look at internet+ innovation models and their applications in different industries such as agriculture, finance and commerce. The book then provides a comprehensive analysis of E-business platforms and their applications in China before finishing with four comprehensive case studies of major E-business projects, providing readers with successful examples of implementing E-Business entrepreneurship projects.

Internet + and Electronic Business in China is a comprehensive resource that provides insights and analysis into how E-commerce has revolutionized and continues to revolutionize business and society in China.

The main purpose of this paper is to provide a clearer understanding about the approaches to international markets using the Internet, and understanding the marketing decisions and challenges that a company will face in a global environment selling through Internet. In order to achieve this purpose, this paper is organized in the following sections: introduction to Internet; adopting marketing decisions to the Internet; and marketing via the Internet.

To provide an objective assessment of the current and future potential of China as an environment for the practice of internet marketing.

The findings of a series of biennial longitudinal studies, published by a research centre operating under the auspices of the Chinese government, were analysed and interpreted. Key variables and future trends were inferred from the re‐assembled data.

The online market in China is growing rapidly and has a strong potential, despite many real obstacles and many others based on superficial interpretation of received wisdom now substantially out of date. Although the majority of Chinese consumers are still internet novices, the only concrete concerns among the experimenting minority are product quality and online security. The indications are that the short‐to‐medium term future therefore offers more opportunities than threats to alert market entrants.

A comprehensive analysis of the findings of an official large‐scale survey last conducted in 2004 provides up to date market intelligence concerning a rapidly developing market for planners and academic observers. Specific marketing‐mix strategies are suggested.

An authoritative overview of a complex operating environment.

The emergence of business information resources and services on the Internet is discussed and its impact on business librarianship. Important resources in various business areas are identified, such as economics, finance, marketing, international business, and real estate. It is argued that business information on the Internet has become a very important part of business information services and that it poses great challenges to business librarianship. Subject knowledge in business has become increasingly crucial for business librarians to effectively identify, evaluate, select, and organise business information on the Internet. Without subject knowledge, or with a lack of subject knowledge in business, business librarians will not be able to maintain the quality of business information services. The article further argues that, given the fact that a large percentage of business librarians in the USA do not have formal training in business, it is time for library and information science schools and libraries to address this issue by setting high standards for recruiting instructors in business information and by setting high standards for employing business librarians.

Business‐to‐business international Internet marketing (B2B IIM) has emerged as one of the key drivers in sustaining an organisation’s competitive advantage. However, market entry and communication via the Internet have affected the dynamics and traditional process in B2B commerce. Difficulties resulting from these new trends have been cited in the literature. Research into identifying what are the critical success factors for global market entry is rare. This research presents a comprehensive review in this field. The study identified 21 critical success factors applicable to most of the B2B IIM. These factors were classified into five categories: marketing strategy, Web site, global, internal and external related factors. The significance, importance and implications for each category are discussed and then recommendations are made.

To provide the foundation for further research and good practice in benchmarking since it combines the best aspects of traditional and new internet marketing activities.

A methodological triangulation approach has been adopted that uses secondary data, a mail questionnaire survey, and case studies, to collect quantitative and qualitative data. The answers of each respondent were coded into the statistical package for social science (SPSS). Frequency analysis was used for data reduction purposes and to develop an overall understanding of the survey responses and a general picture of how the sample group has responded. The initial analysis used descriptive analysis for the whole sample. Furthermore, factor, regression and path analysis were used to study the research variables and their relationships.

Identification of business‐to‐business international internet marketing (B2B IIM) critical success factors (CSF) by a holistic literature review and a series of statistical and qualitative analysis of the relevant data. Provides information and valuable insights into the marketers' acceptance of the internet for B2B marketing activities. It has also tested the validity of the TAM and IDT in the domain of internet environment.

B2B IIM is an area of research where theory is still inadequate. This study is limited by its cross sectional nature. An additional limitation of the study is the reliance on the subjective, self‐report indicators to measure the research constructs in the survey questionnaire. Another limitation to this study is in representativeness and generlisability issues.

In terms of academic implications, it proposes factors that affect the adoption of the internet for B2B international marketing activities. A key managerial implication is the effect of internet usage on B2B IIM efficiency. Notably, it was found that the use of the internet affects B2B IIM efficiency not directly, but indirectly, through B2B marketing and customer relations activities, international marketing targeting activities and marketing performance. This means that the competitive advantage of marketing efficiency is not automatically achieved with the adoption of the internet.

This paper offers several avenues for investigating individual factors that have a direct impact on the use of internet for international marketing purpose.

The recent explosion of international business activity on the World Wide Web will have a profound impact on the study and practice of international marketing as we move towards the new millennium. Examines the implications of such developments for international marketing educators and for the mainstream literature on international marketing. Argues that the rapid commercialization of the Internet calls into question many of the fundamental tenets on which most international marketing research and teaching is based, especially the incremental, evolutionary school of internationalization. The Internet presents a fundamentally different environment for international marketing and new paradigms will have to be developed to take account of internationalization processes in an electronic age. This will require the launch of a major new research initiative to improve our understanding of Internet‐enabled international marketing, especially the extent to which the “Net” provides a low cost “gateway” to global markets for small and medium‐sized enterprises. In the absence of such an initiative, the mainstream academic literature will no longer accurately describe the reality of international business.