International Business and International Marketing

Chapter 17 : Marketing in the Internet Environment

Chapter Summary

Online marketing and advertising has changed the way conventional marketing was being done. It has equipped marketers with the powerful tool of personalized communication. For the first time, marketers can reach out to individual customers and sell them just the products that they are looking for. Mass customization is the order of the day. Customers too are enjoying their newfound power and are keen to exploit it to the fullest.

They are becoming more and more demanding with each passing day and are actively communicating their expectations to the companies via the Internet. Most customers are willing to spend time browsing through company websites and searching the Net for the products they want, in joining online communities and chat rooms, etc. They are also willing to enter into a dialogue or a one to one communication with the company.

This is a unique opportunity for marketers. Never before have they had this opportunity for personal communication with the customer. A company’s success will now be determined by its ability to understand the information that its marketers are giving it and to utilize that information to reach out to potential customers.

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