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This paper deals with the use of strategic marketing planning for developing and sustaining competitive advantages in virtual retailing. It develops and presents a useful practical guide for the development of marketing plans by virtual retailers. The paper first examines the role of strategic marketing planning within an electronic commerce context. The notion of value creation in electronic marketing, the strategies for competitive advantage and positioning in retailing are analytically presented and the concept of the virtual retailing mix is then developed. The paper concludes with the step-by-step presentation of the stages of the marketing plan for a virtual retailer. The implementation of the marketing planning process and the development and execution of marketing plans, can help virtual retailers to sustain their competitive advantages.
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