سال انتشار: ۱۳۸۳

محل انتشار: دومین کنفرانس بین المللی مدیریت

تعداد صفحات: ۷

نویسنده(ها):

Mohammad . R Esfidani – Institute for Trade Studies and Research
Hashem Aghazadeh – University of Tehran , Faculty of Management

چکیده:

The use of the Internet has become increasingly popular in recent years . Companies employ the world wide web to gather and disseminate information to and from actual and potential customers whech makes this belief that internet technology may serve as a strategic tool. it has a potential effect of any of porters competitive strategies. the academic literature assumes there to be a net positive effect of the internet on competitive advantage but some researches does not support this. in this paper we will illiustrate that enterprises can acquire relational and informational competency by using the internet technology . According to the internet competencies, internet marketing strategies can be divided into five categories : Transactional, Profile, Customer – oriented , Relationship, and knowledge strategies.