Impact Of Internet On Marketing Activities In Organization

An important aspect of recent information and communication technology advances is Internet and the World Wide Web (hereafter we will only refer to Internet, implicitly including WWW). Thus, the astonishing growth of the Internet coupled with its unique capabilities has captured the attention of the marketing activities of organizations.Supported by an ever-increasing body of literature, it is clear that the Internet is playing an increasingly important role in the marketing activities of organizations across a wide range of industries. While the opportunities afforded by this phenomenon seem readily apparent, there is still much debate and speculation on exactly what impact it will have on marketing activities. Then, there is a lack of empirical evidence in terms of what marketers are actually thinking, and more importantly, doing in response. While we may speculate on the numerous advantages that Internet technologies can have on marketing functions, we need to know if and how companies are utilizing the Internet to improve marketing practice and performance. Also, while the Internet is having a profound effect on commerce in the economies of the developed world, there is less evidence of it impact on developing economies in developing countries such as Togo (West Africa country).To shed some light on this uncertainty, the present study will focus on the topic "Impact of Internet on marketing activities in organization: A study of Togolese marketers' perceptions". It employs a cross sectional research design involving self-administered, delivery and collection, surveys to Togolese marketing decision makers. The study consists on four parts which are all interrelated.Findings suggest that this new media will cause firms to redefine markets, marketing functions and value creation, although these changes are not dramatic. The majority of firms still use the Internet for informational proposes but they are optimistic regarding the way in which products or services are marketed through the Internet in the future. A modified model for the World Wide Web Marketing that seems to be more realistic for developing countries is also presented. Managerial implications are considered, conclusions drawn and future research directions outlined.