The Impact of the Internet on Marketing Mix and Competitive Forces

The phenomenon of the internet has spread like wild fire, with far reaching consequences both positive and negative. Individual use of the internet has brought about improvement in communication, learning and business transactions. Many organizations too have embraced the internet. Organizations in today’s time and age that are yet to key into the world of the internet are simply not doing themselves good. The purpose of this paper is to review relevant literature about the impact of the internet on the marketing mix employed by organizations and how it also impacts on the competitive forces facing organizations. Evolvement of e-marketing mix from traditional mix and strategies to survive in internet based marketing are main highlights of this paper. Potential problems faced by internet marketers in emerging markets and sophisticated consumer base are brought to the fore.

Keywords: e-commerce, marketing mix, e-business, competitive forces, competitive strategies