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| Article Name : | | | AN OVERVIEW OF ONLINE MARKETING AND PREFERENCES OF ONLINE SHOPPERS IN INDIA | | Author Name : | | | D. PRASANNA KUMAR AND K. VENKATESWARA RAJU | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ISRJ-121 | | Article URL : | |  | Author Profile | | Abstract : | | | At the beginning of the century, social life was mostly local. It was followed by a period in which commodities were produced on a mass scale. Consumer Marketing operated on mass marketing principles and business primarily concerned itself with how to build the best sales force. At the end of the century, there is an emerging global culture. The major driver of these changes is technology. Technological change has moved steadily back focusing on the individual. These changes shape the possibility and conduct of business. Marketing is especially tied to communication and transportation revolution. As the tools and reach of marketing increase, the job and responsibilities of marketers have evolved with them. As the new technology of the Internet develops, it reinforces the new marketing emphasis - which in many ways is a return to business at the turn of the century. In today's technology driven world, a new fast paced digital economy is emerging. In the near future, it wouldn't be surprising to see that there are companies that exist only inside computer networks. Most business transactions will be made electronically, directly from the producer to the consumer, bypassing the supply chain. In the digital marketing environment, the consumer becomes an integral player in the development of the product. In fact, a consumer might build the product himself from a wide array of parts provided by the company. It is e-commerce that is changing the way products and services are conceived, manufactured, promoted, priced, distributed and sold. The reason being that it is much cheaper; it allows vast coverage and helps in serving the customer better. With the increase in penetration of internet across various regions, and also the rise in Smartphone users subscribing to latest data packages in next generation telephony like 3G and 4G internet marketing is gaining prominence repeating the same history that we saw as in the case of rise of Television Marketing from Print Advertising. | | Keywords : | | - internet
- tool
- banner
- marketing
- 7p's
- channel strategies
- trust
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