Experts cite the lack of a sound business plan and a diminished regard for basic marketing and management practices as major reasons for the failure rate of Web-based retailers. The dotcom platform alone was often viewed as a sufficient basis for business success. This article provides a guide in applying marketing management principles to Internet-based retailers. The format for this guide uses marketing management plans, providers, access, distribution, markets, products, prices, and promotions. The practices and examples provided in this guide are useful for gaining competitive advantage in the retail and dotcom marketplaces.

Experts cite, lack of a sound, business plan, basic marketing and management, major reasons for the failure rate. of Web-based retailers, dotcom platform, business success, marketing management principles.