An electronic marketing paradigm for the information service industry

This paper studies the impact of Electronic Commerce (EC) on the international marketing strategies for the information service industries. In seeking to blend humanistic concerns in this research with technological development by addressing challenges for deterministic attitudes, critical factors relevant to the Internet commerce are also examined. First of all, the changes of the international marketing environment are analyzed through the views of business process reengineering (BPR), transaction costs, information asymmetries, organizational structure, governmental and political transformation, global culture, virtual education, MIS management, and WWW challenges. The newly induced trends of international marketing also mean the need for a new marketing paradigm for EC. A conceptual framework is then presented to explain the relationships among information infrastructure, EC, international marketing environment, and the new paradigm for electronic marketing. Finally, this paper discusses the impact of EC on promotion, product, distribution, price, marketing research, and electronic payment for the information service industry.