Virtual Marketing. New Rules and Challenges in the Networked Marketplace

Research output: ThesisPhD Thesis - Research UT, graduation UT

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The thesis emphasizes the fact that while deep-seated and time-honored business laws are always valid, survival and success in the virtual commercial environment requires some distance from the established, customary patterns of management thought and behavior. Proactive managerial attitude is essential considering the exceptional nature of the technologies, actors and environmental conditions defining online commerce.
Original languageEnglish
Awarding Institution
  • University of Twente
  • van Rossum, Wouter, Supervisor
  • Stegwee, R.A., Supervisor
Award date31 Mar 2005
Place of PublicationEnschede
Print ISBNs90-365-2137-8
Publication statusPublished - 31 Mar 2005


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