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This paper examines some of the changes which are occurring in the marketing practice as a result of intense global competition and more demanding customers.
Member rating: No Rating | Words: | Submitted: Mon Jun 19 2006
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~ EXECUTIVE SUMMARY ~ This paper examines some of the changes which are occurring in the marketing practice as a result of intense global competition and more demanding customers. With regard to the intense competition and increasing heterogeneity of modern consumers, one-to-one marketing was propelled as the future of marketing and business philosophy in customer value delivery. Moreover, the advent of the Internet has accelerated the growth in today's one-to-one marketing practices, as it enables marketers to personalize communications and engender relationships with customers. Otherwise stated, the Internet age provides marketers with the ultimate platform for true one-to-one marketing - the Internet assumes the role of a marketer that offers individualized attention to differing customer needs and customizes the product(s) according to individual preferences of the customer, albeit simultaneous customer patronage; thus creates and provides individual customer value. Though capable of delivering individual customer value, the Internet also has the ability...
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