The Internet as a Marketing Tool

Abstract

The Internet may have more potential as a marketing tool than any of its media predecessors, including the television. We examined the literature and “surfed” the Internet to examine the moderating impact of the Internet on consumer behavior. Using the classical problem solving approach to the buying decision (problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior) as the foundation for our discussion, we explored how the Internet might influence buyer behavior.