Evolution of Marketing to E-Marketing

Abstract

The Internet was initially developed for military purposes but soon grew into an academic tool intended to disseminate research from one institution to another. In the 1990s, the Internet was introduced into the business arena and has steadily grown into a very important business tool that has helped businesses to achieve and improve on their strategic goals. The Internet has created new revenue streams; it has broken geographic boundaries to new markets and has ushered in a new level of convenience. The Internet has not only impacted on the overall organisation, but it has also impacted on functional areas such as finance, production, human resources, and marketing. This article examines the extent to which marketing has changed as a result of the Internet.