The internet therefore has a dual impact which is beneficial to both the customers and the organisation.The use of the internet at PC World Business has greatly improved the performance of the employees and the organisation as a whole. Research has shown that that the sales for PC World in 2004/5 were £1,695 million but they have increased to more than £2, 000 in 2008 owing to developments in their e-marketing strategies (http://www. Information gathering about the customers has been made relatively easy and it can be processed at a faster speed in order to meet their needs and this is regarded as a basic tenet of marketing. Traditionally, the organisation has been conducting its business using postal services to do all business but due to technological advancements especially as a result of the advent of the internet, it is now possible to conduct any business online where customers can place their orders online at any given time and it is possible to access feedback for 24 hours a day. The organisation now uses a specially designed website which enables the marketers to interact directly with the customers given that a two way communication channel is enhanced and it is also easy to get feedback from the customers. The internet has made it possible for the marketers to obtain first hand information from the customers about their needs hence it can be said that it has immensely contributed to the effectiveness and efficiency of PC World Business in its operations.Through the use of e-marketing techniques such as online selling and advertising, it can be observed that the gap between the consumers and the marketers of the computer accessories has been bridged by PC World Business. The use of the internet has also enabled the company to satisfy the needs of the customers in a profitable manner since marketing communication has been greatly improved. The company is now able to reach a wide range of customers from diverse backgrounds across the whole world. Communication through the internet is relatively easier given that it can reach a wide range of people from diverse locations and it is has made online marketing fast and effective (Kotler, 1999). In this regard, PC World Business has also set its online channels where marketing information about the products offered is readily available and customer queries can be attended to promptly. According to its
Carsterns, J & Lucouw, P 2004, E-Commerce in practice, Corals Publishers: CT.
Cloete, E 2003, E-Commerce: A contemporary view, Pardus Publication: CT.
DeFleur, ML & Dennis, E 1994, Understanding Mass Communication. 5th
Edition,Houghton Mifflin Company: Boston.
McGarvey, R & Campanelli, M 2005, Start your own e-Business. Entrepreneur Press:
PC World Business (Official website), viewed 07 April, 2012
Post, GV & Anderson, DL 2003, Management Information Systems: Solving Business
Problems with information technology, 3rd Edition, McGraw Hill: NY.
Orr, DA 2007, Advanced Project Management: A complete guide to the key processes, models and techniques, Kogan Page: London.
Robinson, W 1997, Strategic Management and Information Systems, 2nd Edition,
Prentice Hall, London.
Kotler, P 1999, Kotler on Marketing: How to create, win and dominate Markets, Free
Please type your essay title, choose your document type, enter your email and we send you essay samples