Gruescu Ramona (University of Craiova, Faculty of Economics and Business Administration, Romania)
Abstract
Today, the Internet is assumed to be an important channel for services marketing and is leading to profound changes in the way firms interact with consumers. Consumers now have increased access to informational electronic marketplaces and use this information in a sophisticated way to select their services. The Internet provides accurate and specific information that can reach the target audience with the accuracy of more personalized information sources. This new interactive medium can be considered as a rational medium of difficult classification. The Internet is not easily classified as either impersonal or a mass media channel.
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Find related papers by JEL classification: M00 - Business Administration and Business Economics; Marketing; Accounting - - General - - - General M3 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising