THE MARKETING MIX IN THE STRATEGIC INTERNET CONTEXT

Authors

  • Geraldo Luciano Toledo Universidade de São Paulo
  • Marcelo Hiroshi Nakagawa Pontifícia Universidade Católica de São Paulo
  • Sandra Sayuri Yamashita Universidade de São Paulo

Abstract

In the recent years Internet has figured as a phenomenon that can not be ignored; on the contrary the Internet strategic potential must be considered by organizations, mainly concerning on how it should be approached and integrated into the marketing process. Nevertheless, many companies have adopted technologically advanced but strategically sterile solutions. This leads them to loss of efficiency in the managerial process and to low effectiveness in accomplishing their objectives. This paper aims to analyze the marketing mix concept from the point of view of its importance to the strategic marketing decisions and to assess the implications brought by the Internet to the marketing process as a whole. This involves the discussion about the decisions related to the marketing controllable variables and the role of Internet as a business tool and a means of communication. The authors conclude that, although many interesting approaches to the marketing strategy have been developed, many questions remain to be answered, mainly due to the constant technological changes and the business process transformations currently taking place.

KEYWORDS: Marketing mix, E-Commerce, E-Business, Internet, Marketing decisions.

Downloads

Download data is not yet available.

Author Biographies

Geraldo Luciano Toledo, Universidade de São Paulo

Professor titular junto ao Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da USP

Marcelo Hiroshi Nakagawa, Pontifícia Universidade Católica de São Paulo

Mestrando do Programa de Pós-Graduação em Administração da Faculdade de Economia e Administração da Pontifícia Universidade Católica de São Paulo

Sandra Sayuri Yamashita, Universidade de São Paulo

Mestranda do Programa de Pós-Graduação em Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo

Downloads

Published

2008-06-25

Issue

Vol. 3 No. 1 (2002)

Section

Presentation

License

Once the papers have been approved, the authors will assign their copyrights to this Journal.  The Copyright Assignment Conditions include:

1.  The Mackenzie Administration Journal holds the rights to all the papers published therein through assignment of copyright. 

2.  The author retains moral rights to the paper, including the right to identify the author whenever the article is published.

3. As of July 1, 2015 RAM adopted the CC-BY license standard (Creative Commons– BY). Authors are allowed to copy, distribute, display, transmit and adapt articles. Authors must attribute to RAM explicitly and clearly an article’s original publication (with reference to the journal’s name, edition, year and pages in which the article was originally published), yet without suggesting that RAM endorses the author or its use of the article. Contents are released by means of the CC-BY license to fully inter-operate with a variety of different systems and services, including for commercial purposes. In case of an article’s reuse or distribution, authors must make the article’s licensing terms clear to third parties. CC-BY criteria follow open access policies by major OA (Open Access) publishers and journals, such as PLoS, eLife, Biomed Central and Hindawi, among others.

4.  When formally requested by the author, this Journal may allow the paper to be published as a chapter or part of a book.  The only requirement is that prior publication in this Journal (Journal name, issue, year and pages) must be clearly and explicitly shown as a reference.