Document Type

Article

Publication Date

9-2006

Abstract

This paper aims to provide a conceptual framework that justifies the quick and quantum leap of Internet marketing in research and practice. So, the paper starts by a review of Internet marketing literature to reveal the need for and importance of building such a framework for the future of Internet marketing as an emerging marketing discipline and an area for professional marketing practice. Consequently, the proposed framework is introduced based on an argued configuration of the relationship between Internet-marketing-oriented-technologies and the strategic a g e n d a of modern marketing thought and practice. The paper concludes by translating the arguments extended by the proposed conceptual framework into research hypotheses for subsequent empirical testing for substantiating and refining the framework. Empirical results suggest that some Internet technologies has been and still can fulfill strategic ends of modern marketing thought and practice at an unanticipated and unprecedented scale when and if deliberately and properly theorized and managed.

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