COMPETITIVE STRATEGIES FOR INTERNET MARKETERS IN EMERGING MARKETS

In emerging markets, Internet marketers need to pursue strategies that are different from those in developed countries. The four major considerations that guide Internet marketers in emerging markets are technology, marketing functions, target markets, and the marketing mix. This paper analyzes these four issues and develops appropriate strategic propositions for Internet marketers in emerging markets. Upon recognizing the technology‐related constraints in emerging markets, marketers are advised to use the Internet more for informational rather than transactional or product‐delivery purposes, and focus on business customers and affluent consumers. Propositions are made regarding the appropriate product, promotion, pricing, and distribution strategies to reach these target markets in emerging economies by using the Internet.