The last decade of the 20th century witnessed the emergence of an all-pervasive global information infrastructure, commonly referred to as the Internet or the World Wide Web. This new medium of information and communication has revolutionized the work culture and living styles of human beings. Marketing of products and services has also been immensely influenced by the Internet. Various marketing activities can be performed more efficiently than ever before with the help of Internet. In India, the Internet became available to the general public and the business in 1995. people have been mesmerized by the powers of the Internet, both as a communication tool and as an entertainment medium. The Indian corporate world was quick to realize the commercial potential of the Web and embraced it as part of its business and marketing strategies. The Indian Government has also been providing the necessary infrastructural support for the Internet. Studies are being conducted, in India and abroad, to explore the possibilities of doing business on the Internet, including on-line pricing and on-line advertising. This book describes the concepts of cyberspace, Internet, the World Wide Web and explains the fundamentals of the digital world. It is an attempt to explain Internet as a marketing tool and how it can be used for effective marketing.
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