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Essay / Research Paper Abstract
This 15 page report discusses
the fact that the Internet and Internet advertising as changed modern marketing in a variety of ways. As a result, advertisers have an entirely new realm in which to operate and that can make significant changes in the way they do business. Numerous opinions are presented as are figures illustrating the enormous scope of the money involved in Internet advertising. Bibliography lists 25 sources.
Page Count:
15 pages (~225 words per page)
File: D0_BWintad.rtf
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Unformatted sample text from the term paper:
Both statements are relatively justifiable. What is absolute, however, is the fact that the Internet and Internet advertising as changed modern marketing in a variety of ways. For
example, customers no longer need to rely on catalogs, print advertising or even physical shopping to find what they want and need to purchase. As a result, advertisers have
an entirely new realm in which to operate. The availability of that new realm is certain to make significant changes in the way they do business.
For example, Amazon.com certainly cannot offer the real bookstore experience of comfortable chairs, fresh coffee, and sale tables, along with a friendly and knowledgeable
sales clerk making reading recommendations. What it can do instead is immediately recognize the customer as he or she walks through the electronic door, let them know which of
their favorite topics is available, and whats on sale. Most consumers find the process of being catered to while sitting at home in their sweats in front of the
computer screen nearly as comfortable as the individual personality of their favorite bookseller. According to Scally (1998), Jupiter Communications, an Internet
consulting and research company, reports that American on-line consumer transactions generated revenue of $707 million in 1996 and $2.6 billion in 1997. Internet commerce is expected to generate $34 billion
to $37.5 billion in revenue by 2002. Inter-company trade of goods over the Internet, it forecasts, will double every year over the next five years. Like any other potentially successful
venture in a capitalist economy, both well-established businesses and entrepreneurs are wondering how they too can make it work best for their organizations.
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