Logo

Synopsis The IT revolution and the resultant increase in the Internet penetration have induced marketers to look at Internet as a new marketing tool to reach customers. In today’s dynamic market place, e-business is emerging as an important differentiator that promises a unique competitive advantage to the firms. As the Internet penetration increases in the coming years, the dependence on web as an enabler of marketing is also expected to increase. Due to this, there is an increasing need for insights into the intricacies of the concept of web marketing and also the marketing strategies that need to be framed for marketing on the web. This book aims to throw light on the generic concept of web marketing, the tools and the processes for web marketing and the strategies for web marketing, in three comprehensive sections. An exclusive section on case studies is also included to highlight the experiences of several marketers in their successful efforts to market their products on the web.