Welcome to CyberEssays Website

Influence Of Internet In Marketing

I. INTRODUCTION
The Internet is rapidly changing the way business views marketing information systems. New business models present challenges and opportunities as organizations seek to adopt “ebusiness” methodologies in the search for competitive advantage. Organizations of all sizes are feeling the “ripple effect” of Internet-enabled customers, supply chains and competitors. This pressure is particularly acute in the marketing function where information technology touches the customer and is increasingly becoming the key to creating superior customer value. The importance of marketing information is
particularly apparent as the economy continues to emphasize services as a primary source of value.
Services are heavily information dependent. Information is rapidly becoming a service in its
own right. Even in industries that are primarily manufacturing in nature, the information content
of the final product is rapidly increasing. Mass customization, often described as “one-to-one”
marketing or the customizing of products and services for individual customers, is heavily
dependent on comprehensive and timely customer information.
Modern marketing organizations, with their focus on the Internet, exhibit different
characteristics than their “old economy” brethren. They create and manage the customer interface
where interactions are more virtual than face-to-face. They leverage IT technology to integrate
and coordinate with customers and business partners to rapidly achieve measurable business
results. The emphasis in on the rapid conversion of knowledge into customer value which depends
on the ability to develop, deploy, and manage powerful new marketing information systems
(MkIS). The key to competitive advantage depends on the firm’s ability to convert knowledge into customer relationships, reduced time to market and lower costs. To survive in highly competitive markets, companies need to be able to develop the marketing...