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Increasing use of the Internet, by both businesses and consumers, is having a profound effect upon commerce worldwide, and, as part of this process, many argue that the field of marketing has been irrevocably transformed. Marketing theorists and practitioners are beginning to recognise the need to revise traditional practices and, where necessary, to modify previously established principles of marketing. The aim of this unit is therefore to assist students in understanding the forces which underlie the Internet revolution, in business generally and in marketing specifically, and to equip them with a framework which will enhance their capacity to secure competitive advantage in a constantly changing environment.
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