A Study on the Implications of E - Marketing Strategies in Different Contexts: Exploratory Approach

The notion of value creation in electronic marketing, the strategies for competitive advantage and positioning in retailing are analytically presented, and the concept of the virtual retailing mix is then developed. The paper concludes with the step-by-step presentation of the stages of the marketing plan for a virtual retailer. The implementation of the marketing planning process, and the development and execution of marketing plans, can help virtual retailers to sustain their competitive advantages. This paper deals with the use of strategic marketing planning for developing and sustaining competitive advantages in virtual retailing. It develops and presents a useful practical guide for the development of marketing plans by virtual retailers. The paper first examines the role of strategic marketing planning within an electronic commerce context. Technology makes the spread of product knowledge from one person to another faster and more efficient. Today, digital media like the Internet are the new word of mouth networks, which act as easy, additional resources for people to spread the word. Word-of-mouth publicity is a centuries-old marketing technique. Once customers had a good experience with a product, they would tell their friends, who would often buy and use that product and then tell other friends – dispersing information and recommendations about the product via a social network. The Net amplifies the power and accelerates the speed of feedback from users to potential adopters. People have always relied on word-of-mouth to spread the news about products and services. The Internet just speeds things along.