The Internet as a New Marketplace: Implications for Consumer Behavior and Marketing Management

摘要: This chapter explores how the rising tide of interactive technologies will affect traditional marketing management practice and strategy development. We focus on consumer behavior management, two interact via this new media. Clear trends are emerging, driven by information technology that directly links buyers sellers. Based consideration model buyer behavior, we draw insights for building a business differ from methods. For example, make clear use internet as simply another advertising medium grossly underutilizes its power to aid in strong foundation. take futuristic approach, considering under development but not yet perfected, such electronic agents, well those currently use.