Marketing strategy in the new era of the Internet
Doing business in the new era of the Internet, will require a new model of strategy and
marketing practice. According to one strategist: "In light of new technologies,
particularly the Internet, a corporation undergoes a radical transformation that can be
compared to a new industrial revolution. To survive and flourish in this
century, managers will have to assimilate a new set of rules. XXI Century Corporation
management must adapt to the web ". Another suggests that the Internet
is "revolutionizing the way we think about relations with suppliers and
customers, how to create value for them and how to make money in the process, in other
words, it represents a revolutionary marketing ".
Some strategists foresee a day when all purchases and sales will involve a
direct electronic connection between companies and their customers. The new model will
fundamentally change customers' idea about convenience, speed, price,
product information and services. New thinking will affect every business customer.
Comparing the advent of the Internet with the early days of aviation, general manager
Amazom.com., Keff Bezos said: "It was Kitty Hawk electronic commerce".
Even the most arrested agree that the Internet and electronic business will have a
impact on future business strategies.
The truth is that today's economy requires a mixture of thinking and
action both in the old and the new economy. Companies must keep many
the techniques that worked in the past. But they also need to add some
Major skills and practices if they are to grow and prosper in the new environment.
Marketing must play a key role in defining new business strategy.