Strategic positioniong process in electronic marketing: Applications from Turkey

Internet and Internet applications are very important for today?s competetive environment and models. Internet creates some changes and these changes effect the business processes and marketing applications in businesses. Also Traditional Marketing Management Process changes and newly formed as E-Marketing Management Process. The concept of E-Positioning, placed in the context of E-Marketing Management Process, can be defined as a strategic level activity which should be executed by top level managers of enterprises. To implement the E-Positioning strategies succesfully, the strategic positions of businesses and competitors are need to be monitored continuously and the strategic positioning dimensions are need to be predicted.Dissertation consists of four sections.In the first section; New Economy, the concepts of Electronic Trade and Electronic Marketing, Electronic Business, the relationship betwen Electronic Trade and Electronic Marketing and the structure of Electronic Marketing are discussed.In the second section; Marketing Management Process and adapting this process to Electronic Marketing are analysed. Firstly the Traditional Marketing Management Process is detailed and the adoptation of this process to Electronic Marketing is examined.In the third section; the target markets which positioned in E-Marketing, placed in the Electronic Marketing Management Process, and the relationship with target marketing is explained, and the positioning strategies of Electronic Marketing is investigated.Fourth and the last section concludes with a study conducted with six big businesses which operate in Technology Retailing Market in Turkey. In this part, it is aimed to determine and comparing the strategic positions of businesses in terms of Traditional and Electronic Marketing, and analyses related to this aim and findings are investigated.