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Marketing and Electronic Commerce

Опубликовано на портале: 24-10-2003
Дисциплина: Marketing and Electronic Commerce
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

Rapid development of new interactive media such as on-line services and the World Wide Web has surprised both consumers and marketers alike. In this early but fast developing stage, it is difficult to estimate its likely impact on marketing functions. The objective of this course is to provide insights into the converging logic of traditional marketing in the information age from managerial and consumers’ perspectives. It is to be recognized that within the marketing discipline this is a relatively new field of study and as a consequence the existing literature so far does not present any constructive theories or models. We will examine the impact of new technologies on Internet users e.g. consumers (and business to business marketers) within the framework of the traditional methods of marketing.