The driving force behind the Internet and World-Wide Web (WWW) are facilitating business communication unhampered by geographical distances and provides rapid access to information. .
As the use of the internet continues to weave its way into the fabric of everyday business and personal life, companies of all types are being forced to address how best to make the Internet a fundamental part of their business and their competitive communication strategy. With as many users that connect to the Internet everyday, many businesses have an important source that they can use to their advantage (Treese, 2000). .
Businesses have taken advantage of the Internet to expand their capabilities, whether it is expanding their market or acquiring a faster method of communication within and outside the business. The introduction of Internet communication has changed the way businesses operate, by increasing competitiveness and advancing the company by allowing vital information to be sent and received at a faster rate. .
A 1997 study by investment bank Hambrecht & Quist found that 90 percent of companies interviewed were considering creating a WWW site or modifying an existing site in the next year if they had not done so already. A growing number of companies are doing an excellent job at creating new value for their customers and profits for themselves through creative marketing on the Web. This process has seen the transformation of certain supply chains by connecting buyers globally with sources of supplies, thereby satisfying the values of consumers more efficiently. There are many advantages for companies to communicate electronically through the Internet. .
Perhaps the most important advantage is the electronic trail of documentation and the fact that marketing materials are always current and compliant. The cost savings for companies can be extremely attractive. Electronic communication provides an opportunity to execute true one-to-one marketing, by providing customers with targeted messages and product marketing only in areas where they have interest and possess a high propensity to buy.
