Marketing on internet environment according to developments in marketing science and consumer tendencies survey

ABSTRACT In the beginning of the 21st century, capitalist economy is evolving rapidly in structural and socio-cultural terms. This period, called late capitalism, post-fordism, new economy and so on alternatively, is characterized with its tendency toward globalization, liberalization, integration, fragmentation and homogenization of markets, advances in information, hardware, software and communication technologies and transition into consumer culture. Marketing science is being influenced with these changes as well and is constantly evolving. Masculine marketing perspective of Fordist period (Marketing Mix Management Paradigm) has been replaced in Post-Fordist period by more feminine approaches like Relationship Marketing, Interactive Marketing, Internal Marketing, Network Approach and Postmodern Marketing. In this study, current marketing approaches and economic, technologic, socio- cultural influences on them are analyzed. The potential and application methods of relationship marketing and postmodern marketing on Internet, the revolutionary medium of post-fordist period, are also studied. Internet users have a negative attitude towards marketing practices, due to lack of knowledge of Internet and its users' characteristics, inappropriate marketing perspectives and specifically lack of respect to user rights of marketers. Better investigation of characteristics and culture of Internet users and properties of Internet may lead to more appropriate marketing approaches and strategies which could break negative attitudes. In this study, therefore, a survey research has been conducted, which aims to explore Internet consumer culture, tendencies and attitudes. vu ik£&er&L.i &...* -kA *-ae ^