C/M/730. Impact of Internet and related technologies on Marketing Mix

The paper examines the impact that the Internet and its related technologies can have on the Marketing Mix, with specific reference to the activities of a Business to Consumer (B2C) organisation. Using the four P's model the paper highlights how the Internet presents opportunities for organisations to develop stronger customer relationships, achieve greater innovation and access new markets. It also outlines the critical challenges that the employment of Internet technologies may pose for some organisations in conducting their marketing activities.