Today, a great number of companies are using the Internet as an outlet to promote their products and services. It is predicted that, in the near future, companies will have to be on the Internet to remain competitive. Therefore, understanding the planning of Internet marketing should be raised to a higher priority for both practitioners and researchers in IS and marketing fields. As with any other marketing techniques, Internet marketing needs to be plotted strategically in order for a company to maximize its return on the investment. This paper identifies major issues in strategic Internet marketing plan. The analysis reported in this paper has generated possible research propositions and research questions regarding the Internet as a strategic marketing tool. A series of propositions and questions that might motivate and guide the development of research in this area are discussed.
Sukpanich, Nichaya and Chen, Lei-Da, "Exploring the Major Issues of Conducting Business on the Internet" (1998). AMCIS 1998 Proceedings. 123.