8 - Neeta Manohar Kedar & Dr. P. v. Sathe - Suplementary Issue-International Conference-Cover Page - Editorial Board - Index
8 - Neeta Manohar Kedar & Dr. P. v. Sathe - Suplementary Issue-International Conference-Cover Page - Editorial Board - Index
8 - Neeta Manohar Kedar & Dr. P. v. Sathe - Suplementary Issue-International Conference-Cover Page - Editorial Board - Index
Abstract:
In this era of modern technological world, Internet plays a vital role in human life. Internet
has become an essential part of offices and homes. The number of people spends their time online
in all over the world. This demand is driving Marketing Researchers to develop new platforms for
interactive and two way communication between Marketing firms and consumers. The Internet is a
brilliant future among the favorite tools of Marketing Research.
Online Marketing refers to a set of powerful tools and methodologies used for promoting
products and services through the Internet. Online Marketing is also known as Internet Marketing,
Web Marketing, Digital Marketing and Search Engine Marketing (SEM). Online Marketing is the
exchanging values between the seller and buyer and it is done online. Online Marketing has sub
sold traditional advertising in recent years and continues to be a high growth industry. Online
marketing refers to Advertising and Marketing efforts that use the Web and E-mail to drive direct
sales via E-Commerce. Online Marketing consists of three specialized areas like E-mail, Web
Marketing and Social Media Marketing. The paper focuses on Online Marketing, Methods of
Online Marketing, Benefits and Limitations of Online Marketing and Recent Trends and Issues in
Online Marketing.
Key Words: Internet, Online Marketing, Social Media Marketing, Search Engine Marketing
(SEM), Consumers.
Introduction:
Marketing parallels other business functions such as production, research, management,
human resources and accounting. As a business function, the goal of marketing is to connect the
organization to its customer’s .Marketing as a process of managing the flow of products from the
point of conception to the point of consumption. Although the basic process of marketing has not
changed. Much since then, the strategic and tactical issues involved in managing marketing
activities certainly have changed. Recent trends in commerce and nature of business changing day
by day as time passes. This has replaced the traditional marketing in to modern marketing and
simultaneously gave rise to E-commerce. E- Commerce is a system that allows online movements
of buying, selling goods, services and information. As technology to continue to grow rapidly,
Research Methodology: The present research paper is based on the secondary data which is
collected from reference books, textbooks, journals, websites etc.
US. By 2004 new technologies had made able to receive images and advertisements and
provide users with mobile access to the web.
9. Online consumer spending also continues to grow. Books, music electronics and toys,
online shopping accounted for as much as 23% of US retail sales in 2002 and online sales
were growing at 30 to 40% per year compared to 4% in conventional offline retailing.
Conclusion:
The growing number of web based/online marketing service applications offers the
tantalizing combination of better service and significant cost saving but still the actual online
buying customers are less due to the reasons such as delay delivery, issue of after sale service
etc It is said “like it or not the new economy is here to stay notwithstanding the dot-com burst
at the dawn of new millennium”. So the companies have to consider issues/challenges in online
marketing and make it more effective. And last but not least never forget that the company, not
the customer is in the driver’s seat. The internet is an opportunity to communicate with
customers globally and achieve the marketing goals.
References:-
1. C.S.V.Murthy. (2012). e-Commerce: concepts ,models, strategies. Mumbai: Himalaya
publishing house
2. Ferrell, O. a. (2007). Marketing Stategy (3rd ed.). Noida: Thomson Learning
3. Walker, O. C. (2011). Marketing Stategy: a decesion focused apprach (1st ed.). New Delhi:
Tata McGraw-Hill
4. Pillai, R.S.N., Bhagwati and Kala S. (2011). Marketing Management (1st ed.), New Delhi:
S. Chand and Company Ltd.
5. www.emarketerforum.com
6. www.eforum.uk
7. www.marketing.com