The Internet : emerging perspectives in marketing
This PhD submission is by publication. It is based on the premise that marketing is fundamentally changing and evolving as a result of the impact of new technology. The conceptual ideas for the research emanated in 1998 and provided the basis for exploration until 1992. From wide ranging research it was found that company distribution strategies were changing as a result of the utilisation of cybermediaries. The Internet offers a cheaper and more radical marketing channel for smaller companies that can offer direct shipping to customers. In terms of undertaking research it was found that research on the Internet posed many problems that were related to individual skill sets, privacy considerations and the extent of email usage, including defunct email addresses. Company marketing effectiveness on the web depends on web capabilities that were identified and also the degree of co-ordination with designers. Companies also adopted reactive, interactive or passive marketing strategies depending on the time that they were in the Internet. Increasingly companies are also using the Internet for PR purposes. To this extent the accepted marketing paradigm of the four Ps is changing irrevocably. The diverse range of research methodologies, reflecting the post modern age and the limitations of the range of research is discussed. The thesis concludes by discussing how ethical marketing, customer relationship management (CRM), reputation and wireless communication are likely to change marketing strategies even further in the future.