Web Marketing - A Developing Country Perspective

Web Marketing is the process of building and maintaining customer relationship through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties. With the emergence of the internet and its associated technology-enables, screen-to-face interfaces, a new era of marketing has emerged. The internet continues to grow as a medium for commerce, allowing a company to conduct business everywhere all the time. E-commerce and internet eliminate the constraints of time and distance in operating a business and enable a multitude of connections between customers, suppliers and trading partners. When a company interacts electronically with customers, buying behavior can be analyzed so that the company can customize its product and services offerings to the individual customers. This book attempts to study the market awareness of e-commerce related websites and find out the buying behavior of individuals. It analyses the key features that determines the success of internet marketing strategy and suggest strategies to improve marketing effectiveness through e-marketing program in the changed market scenario.

The main author with Bachelors in Civil Engineering, MBA and PhD is having 17 years of national and international experience with publications focussed in Marketing and Operations. He is currently working as Associate Professor, GITAM University, India.Dr. Pujari VCSMR,co-author is working as Program Director,Business,ITTIHAD UNIVERSITY,UAE.