Interactive marketing is defined as the “process of being able to deal with customers by creating individual relationship, managing market size of one and addressing each in terms of its stage of development” (Blattberg et al., 1991). It has always been the dream of marketers to be able to establish a dialogue with each consumer […]

  The marketing concept can be thought of as having four parts as follows:   Part I – Understand and meet customers needs, said another way, provide satisfying products and services to your target customers Part II – Meet organizational goals – this is applicable for both for-profit and not-for-profit organizations. For-profit organizations should have […]

Virtual communities present an excellent opportunity for marketers to exploit the “network externalities’ effect. The key to promotion on the virtual community is the critical mass of members that can be reached. Marketers start by building a loyal constituency of consumers through advertisement on discussion forums, sponsorship of discussions, providing links to experts in specific […]

The virtual community is primarily a forum for members to freely exchange information, but it also provides commercial benefits to the members and the sponsors. It is important for the sponsor and other participating vendors to understand the characteristics of virtual communities to effectively exploit the potential of these communities. Some of the characteristics are […]

Types Of Internet Advertisements An Internet advertisement is typically placed on the Web page of a Web site. (Novak et al., 1996) classify Web advertisement sites into three major categories: (1) sponsored content site such as Hotwired and ZD Net, (2) sponsored search agents and directories such as Yahoo!, Excite and InfoSeek, and (3) entry […]

  As the Internet was transformed in the 80s from a “research only network” to allow commercial activities, organizations realized that the sheer number of users connected to the network and the very low cost of reaching out to them, made the Internet an attractive medium for advertising. Almost all media planners now consider the […]