Abstract/Details

A study of the Internet and its impact on the direct sales industry


2005 2005

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Abstract (summary)

Since the introduction of the Internet as a viable channel of electronic commerce and marketing, consumers and businesses alike have been strongly challenged. As a customer-driven market, the Internet has triggered emerging consumer behavior that demands new approaches to communication, customization, and pricing from businesses.

This study looked at the impact of e-commerce on the traditional marketing mix; how the traditional market, consumers, and firms are influenced; current trends and issues; and the importance of organizational transformation. A case study approach was used to explore the trends in the direct sales industry and specifically, Avon Products, Inc.

The differences between traditional marketing transactions and those in an electronic environment are significant enough to demand change from business. This study demonstrates that the Internet has resulted in increased competition, the need for pricing flexibility, and simply the necessity to be online, even if only to have an Internet presence.

Indexing (details)


Subject
Finance;
Marketing;
Internet;
Distribution channels;
Electronic commerce;
Consumer behavior;
Direct selling;
Competition;
Prices;
Studies
Company / organization
Classification
0508: Finance
0338: Marketing
Identifier / keyword
Social sciences
Title
A study of the Internet and its impact on the direct sales industry
Author
Becker, Julie
Number of pages
49
Publication year
2005
Degree date
2005
School code
1408
Source
MAI 44/01M, Masters Abstracts International
Place of publication
Ann Arbor
Country of publication
United States
ISBN
054222948X, 9780542229480
Advisor
Rufer, Rosalyn
University/institution
State University of New York Empire State College
University location
United States -- New York
Degree
M.A.
Source type
Dissertations & Theses
Language
English
Document type
Dissertation/Thesis
Dissertation/thesis number
1428158
ProQuest document ID
305373963
Copyright
Database copyright ProQuest LLC; ProQuest does not claim copyright in the individual underlying works.
Document URL
http://search.proquest.com/docview/305373963
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