Marketing on the Internet:How realistic are we in some of our expectations?

Abstract

This paper examines five major topics that most business executives and academicians expected the Internet to change. These topics include elimination of market entry barriers, having more educated or rational consumer decision makers, more efficient distribution of products, better market coverage, and enhanced customer service. The review of these topics indicate that while the Internet has made an impact on the way we do business, the so called old economy is still predominant and the practices of the old economy are still dominating business practice. However, in some industries where distribution of products and services is faster and lower in cost, e-business may be the preferred option by customers. It appears to be obvious that the Internet will supplement the traditional business operations and enhance many different business functions; it is a new option, here to stay for sure…