TABLE OF CONTENTS The WWW market will reach 1 trillion by the end of 2003. The WWW has unique features, which differentiates it from other forms of business communications. Because the web is so different from more traditional media such as television and radio its use is revolutionising the manner in which some marketing activities are carried out. In fact they could not be carried out without the use of web based technology.
In the USA more than two thirds of firms are setting up computer-based systems such as intranet and/or extranet facilities. As in many other technological innovations, the USA acts as a driving force for the diffusion of the new technology and new marketing methods that go with it across the world. These are tools that have the potential to increase profits by cutting costs, improving productivity, efficiency and communications and reducing paper work. E-commerce helps improve all areas of business from bringing in new customers, improving service levels, creating growth potential, tracking customers, data mining of databases, better targeting of marketing communications, reducing distribution costs and speeding up growth.
The E-commerce revolution, of which the WWW is at the epicentre, has been hailed as one of the most important developments ever to occur in the world of business. These developments will affect all areas of business operations, especially marketing. These new developments in marketing represent a paradigm shift , meaning that the new technology is not simply resulting in marketing firms doing basically the same thing, but...
