بررسي استراتژي هاي بازاريابي در بازارهاي الكترونيكي، مورد مطالعه: شركت هاي توليدي برتر ايران

A Survey on the Marketing Strategy in the E Markets: IMI100 Companies

Marketing strategy in the e-Markets is a new and important concept of marketing research. There are many approaches about the e-marketing strategy but these concepts and approaches are very new in our country and there are a few research on e-marketing strategies in the Iranian companies. So it is very important to survey these issues because of the trend of e-commerce development in our country. Developing the new strategic views in the marketing and business will help the companies to develop their competitiveness. The results of this study show that marketing in the e-markets are: Transactional marketing strategy, data-base marketing strategy, relational marketing Strategy and Knowledge based marketing strategy. The Analyzing of the IMI 100 companies shows that many of these companies select transactional marketing strategy and this kind of marketing strategy is not suitable for the new economy. JEL Classification: L22, M31.