A strategic marketing approach to Internet marketing implementation

Heckroodt, Steyn (2000-12)

Thesis (MBA)--Stellenbosch University, 2000.

Some digitised pages may appear illegible due to the condition of the original hard copy.

Thesis

ENGLISH ABSTRACT: The Internet encompasses a wide range of applications. Since its arrival in the computer technology industry, it has covered substantial grounds in the development as an tool/medium to enhance commerce. It has also brought along with it problems and new challenges to each level of managerial competence in the business world. The researcher shows through this study project the importance of business strategy and functional level strategy (marketing) as the basis for the implementation and utilisation of Internet marketing as a marketing tool. Conventional business and marketing practices are used in terms of strategic planning and formulation, to illustrate the importance of the strategic factor when incorporating the Internet into the daily business practices of companies. This study project relates specifically to Internet marketing and elaborates on various aspects of the marketing function to support the premise that the Internet is merely a tool, which can extend the company marketer's existing capabilities. The researcher aims to suggest that the Internet does change/extend numerous business practices, but the core principles in so far as strategic management is concerned, still needs to be adhered to. The researcher refers to numerous real life examples to highlight these points and make the practical application of its guidelines in terms of Internet marketing implementation and utilisation as easy as possible to understand and follow by the company marketer.

AFRIKAANSE OPSOMMING: Die Internet behels 'n wye reeks toepassings. Sedert die verskyning van die Internet in die rekenaar tegnologie bedryf, het dit aansienlike vordering gemaak ten opsigte van die aanwending as 'n "medium" om besigheid te verbeter. Dit het egter ook sy eie probleme en nuwe uitdagings saam gebring vir elke vlak van bestuursvernuf in die korporatiewe besigheidsarena. Die navorser toon by wyse van hierdie werkstuk die belangrikheid aan van 'n besigheidstrategie en 'n funksionele vlak strategie - spesifiek bemarking - as die basis vir die implimentering en aanwending van Internet bemarking. Konvensionele besigheids- en bemarkings praktyke word gebruik, in terme van strategiese beplanning en formulering, om die belangrikheid van die strategiese aspek aan te toon wanneer dit kom by die inkorporering van die Internet by die daaglikse besigheid van maatskappye. Aangesien die onderwerp van hierdie werkstuk spesifiek verband hou met Internet bemarking, brei die navorser uit oor die verskeie aspekte van die bemarkingsfunksie om sodoende sy siening te ondersteun. Dit is dat die Internet slegs as 'n medium gebruik moet word om die bestaande bevoegdhede van die bemarker uit te brei. Die navorser poog om aan te dui dat die Internet wel talle bestaande besigheidspraktyke verander, maar dat die kern-beginsels in so verre strategiese bestuur aan betref, steeds aandag moet geniet. Die navorser verwys na verskeie werklike voorbeelde om hierdie punte te beklemtoon en om die praktiese toepassing van die riglyne in terme van In Internet bemarkingstrategie so maklik moontlik te maak om te verstaan en toe te pas deur die maatskappybemarker.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/51625