Thesis (MBA)--Stellenbosch University, 2000. / Some digitised pages may appear illegible due to the condition of the original hard copy. / ENGLISH ABSTRACT:
The Internet encompasses a wide range of applications. Since its arrival in the computer
technology industry, it has covered substantial grounds in the development as an
tool/medium to enhance commerce. It has also brought along with it problems and new
challenges to each level of managerial competence in the business world.
The researcher shows through this study project the importance of business strategy
and functional level strategy (marketing) as the basis for the implementation and
utilisation of Internet marketing as a marketing tool.
Conventional business and marketing practices are used in terms of strategic planning
and formulation, to illustrate the importance of the strategic factor when incorporating
the Internet into the daily business practices of companies. This study project relates
specifically to Internet marketing and elaborates on various aspects of the marketing
function to support the premise that the Internet is merely a tool, which can extend the
company marketer's existing capabilities. The researcher aims to suggest that the
Internet does change/extend numerous business practices, but the core principles in so
far as strategic management is concerned, still needs to be adhered to.
The researcher refers to numerous real life examples to highlight these points and make
the practical application of its guidelines in terms of Internet marketing implementation
and utilisation as easy as possible to understand and follow by the company marketer. / AFRIKAANSE OPSOMMING:
Die Internet behels 'n wye reeks toepassings. Sedert die verskyning van die Internet in
die rekenaar tegnologie bedryf, het dit aansienlike vordering gemaak ten opsigte van die
aanwending as 'n "medium" om besigheid te verbeter. Dit het egter ook sy eie probleme
en nuwe uitdagings saam gebring vir elke vlak van bestuursvernuf in die korporatiewe
besigheidsarena.
Die navorser toon by wyse van hierdie werkstuk die belangrikheid aan van 'n besigheidstrategie
en 'n funksionele vlak strategie - spesifiek bemarking - as die basis vir die
implimentering en aanwending van Internet bemarking.
Konvensionele besigheids- en bemarkings praktyke word gebruik, in terme van
strategiese beplanning en formulering, om die belangrikheid van die strategiese aspek
aan te toon wanneer dit kom by die inkorporering van die Internet by die daaglikse
besigheid van maatskappye. Aangesien die onderwerp van hierdie werkstuk spesifiek
verband hou met Internet bemarking, brei die navorser uit oor die verskeie aspekte van
die bemarkingsfunksie om sodoende sy siening te ondersteun. Dit is dat die Internet
slegs as 'n medium gebruik moet word om die bestaande bevoegdhede van die
bemarker uit te brei. Die navorser poog om aan te dui dat die Internet wel talle
bestaande besigheidspraktyke verander, maar dat die kern-beginsels in so verre
strategiese bestuur aan betref, steeds aandag moet geniet.
Die navorser verwys na verskeie werklike voorbeelde om hierdie punte te beklemtoon
en om die praktiese toepassing van die riglyne in terme van In Internet bemarkingstrategie
so maklik moontlik te maak om te verstaan en toe te pas deur die maatskappybemarker.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/51625 |
| Date | 12 1900 |
| Creators | Heckroodt, Steyn |
| Contributors | Oosthuizen, H. (Hein), Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Format | 103 p. |
| Rights | Stellenbosch University |
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