Global Internet Marketing Strategy: Framework and Managerial Insights

Abstract

This chapter explores some key managerial issues in the development and implementation of a global Internet marketing strategy. While it appears that the Internet has opened up infinite possibilities for an integrated global marketing strategy, this chapter notes several infrastructural and cultural issues that limit the effectiveness of global strategies. This chapter offers insights on using the full potential of the Internet in the deployment of global marketing strategies, while being cognizant of various other realities and limitations. Several practical managerial recommendations are offered for crafting and deploying a global marketing strategy.