Project Title: Commercialised Internet: How Does It Influence the Internet Marketing Activities in Business?

Topics: Marketing, Internet, Electronic commerce Pages: 29 (8794 words) Published: July 5, 2011
Project Title: Commercialised Internet: How does it Influence the Internet Marketing Activities in Business?


4.2. Project research—primary research12
5.2. Mobile phone—a new channel to advance Internet marketing21
5.4 Conclusion26

1. Abstract
With the emergence of network technologies and the increasing market penetration of commercialised Internet, there is a rising number of using this medium as a way of marketing the commercial interest. Despite abundant companies are investing in Internet marketing activities, the nature and effects of commercialised Internet on Internet marketing have not been fully understood. The research attempts to help in bridging this gap. It will investigate the level of the commercialised Internet changes existing Internet marketing, analyse mobile phone, which is a new medium, can improve the Internet marketing, and recommend efficient strategies for better Internet marketing. Basing on the literature review and secondary research, it can be found that abundant companies are transforming from traditional marketing towards Internet marketing. The causes for Internet marketing are gradually advanced by commercialised Internet may include accessibility, continues source and accountability. Furthermore, the results identify information value as the strong drivers of the acceptance of the mobile phone as an innovative channel for Internet marketing. In the primary research, the customer satisfaction questionnaire on Amazon and eBay which are the efficient strategies designers, it is recommended marketers should pay more attention on the consumer value relationship of quality, service, cost and time, and marketing communication ensures that the product or services and the market or potential customers have the opportunity to come together.

Keywords: commercialised Internet; Internet marketing; mobile marketing; Internet commerce.

2. Introduction
With the popularisation and development of network technology, Internet has been an indispensable medium of electronic business activities. Commercial interest in the Internet promotes the innovation of the networks technology (Greenstein, 1998). The amount of electronic business has climbed up dramatically with the widespread of Internet in modern society. The Internet is an efficient channel for the interaction between business and consumers (Gay et al., 2007). Internet commerce allows businesses to sell products or services to individuals and other businesses. Consequently, “Internet commercialisation”, which is called the more productive and competitive economy, has been created. Whether commercialised Internet is beneficial or destructive to the Internet marketing remains a controversial topic as well as how to connect well between commercialised Internet and Internet marketing.

This research will argue that commercialised Internet has effectively driven the development of Internet marketing. On the basis of this, the project aims to analyse the relationship between commercialised Internet and Internet marketing activities in business in order to integrate the key points of the future Internet marketing strategies. In addition, it will aim at establishing the existing level of the Internet commercialisation, and analysing the current situation of Internet marketing. The scope of this project is to provide overview of the recent researchers that relevant to marketing.

In this project, there are two items need to be defined. “Internet commerce” can be defined by adopting any of abundant networks that make up the Internet for buying and selling information, products and services through computer networks (Kalakota & Whinston, 1996), and it is playing an effective role in the business, especially the marketing activities. “Internet marketing” means in order to facilitate the exchange of ideas, products and services and achieve the goal of both sellers and buyers, the progression of building and...
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