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The Impact of the Internet on Marketing Plans

The rise of the Internet has been one of the most explosive growth phenomena of our times. In the past decade, stock trading on the Internet has grown from zero to more than twenty million accounts. The success of specialized retailers—such as Amazon.com in selling books, records, and now everything, eBay in creating a global auction market, and Google and Yahoo! in targeted ad sales—has shown that direct one-to-one marketing to consumers, on a 24 hours/7 days per week basis, can lead to success. Thus, the Web is both an opportunity for new businesses, and a way to market old ones in a much more quantifiable, targeted way.

Getting visibility and name recognition as one of more than 30 million domain names now requires a major marketing effort or creative, leveraged approaches. The Web is important for its ability to connect an organization not only to its customers, but also to its suppliers, investors, and any other stakeholders who have an interest in its operations. Each such connection is an opportunity for marketing and promotion, and for the building of a brand. Any entrepreneur or marketer who ignores the Web does so at his or her own peril. This book will try to help describe how to leverage the Internet across the various constituencies.

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