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Marketing Strategy and ECommerce

ation's corporate strategies are constantly review, and environmental influences addressed. One of the major shifts in recent years is the technological shift towards the Internet, and as a result E-commerce. E-commerce has developed into an enormous aspect of the Internet and as such, organisations have been required to address this in their strategic planning. For example, the University of Otago's strategic plans would be to look forward to technological changes, and be ready to adapt to these. As such, perhaps the introduction of an E-commerce Degree may be a resultant of their strategic plans. Organisations that are looking towards E-commerce as a strategic option are met with numerous issues that must be addressed. Analysing theories and thoughts on E-Commerce helps to gain a better understanding of how an organisation would approach such a strategy. As with any strategy, many attributes must be considered, and carefully evaluated. As a fundamental component of strategic planning is to envision future development, perhaps these ideals could be advanced further. While E-commerce does and will have a profound effect on marketing strategy formulation, what will the future of E-commerce hold? As organisations implement their strategic plans in respect to E-Commerce, it must be realised how this will effect other part of the organisations. It is also important to understand how society is impacted as a result of their strategic plan. Is promoting a greater number of Internet users irresponsible? Perhaps promoting regular use of computers is affecting the general health of the consumer. While such suggestion seen rather extreme, it is feasible to assume that such ideals warrant further investigation. In keeping with these future ideals, research may be sought on developments in technology and the potential for total media packages and what they would mean to the advertiser. Perhaps the next step in the Internet, is total home entertainm...

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