Marketing on the internet: how realistic are we in some of our expectations?
by S. Altan Erdem, Fahri Karakaya
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 2, No. 4, 2005

Abstract: This paper examines five major areas that most business executives and academicians have expected to change because of the internet. These topics include the elimination of market entry barriers, the creation of better educated or more rational consumer decision makers, the more efficient distribution of products, better market coverage and enhanced customer service. A review of these topics indicates that although the internet has had an impact on the way we do business, the so called 'old economy' is still predominant and still governs business practice. However, in industries in which the distribution of products and services is faster and lower in cost, e-business may be the preferred option of customers. It appears that the internet will supplement traditional business operations and enhance many business functions, and it is certainly here to stay.

Online publication date: Wed, 16-Nov-2005

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