E-business and database marketing are being increasingly used by Indian companies to market their products and services. Today's companies need fresh thinking about how to operate and compete in the new economy. Today's economy is made up of old and new elements and is essentially hybrid.
According to Philip Kotler, in today's "new economy" two important forces, namely digital technology and the internet are affecting the marketing world to a great extent. Though the marketing activities of the "old economy" like mass advertising and sales promotions are still alive, marketers are developing newer methods to reach and retain customers. For example, suppliers of a company are no longer considered as suppliers, but partners of the company and this has given rise to a new marketing activity called "Partner Relationship Management". |
