Electronic marketing as an service entry strategy means that the service firm extends its accessibility through the use of advanced electronic technology (Gronroos, 1990b). The Internet provides firms with a way of communicating its offerings and putting them up for sale, and a way of collecting data about the buying habits and patterns of its customers and using network partners to arrange delivery and payment. The electronic bookstore Amazon.com is a good example of a firm internationalizing its services using electronic marketing. When launching this bookstore concept, it had to take into account the interest in its services that would automatically develop outside national borders.

Some topics in this essay:
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