ABSTRACT
Today, we are living in the age of information technology. Internet has brought revolution in every sphere of life. It has changed the way of our thinking, working and living. Last decade of 20th century witnessed major market players leaping to cash the dividends of this breakthrough. All major companies of the world are now utilizing the internet as an alternative channel for promotion and selling of their products. This paper critically analyzes the impacts of this transformation on the traditional channels and customers thereby focusing on future of the world markets. The research is backed by critical analysis on various aspects related to marketing channels around the world. At the end there are some useful guidelines for the online buyers.
IMPACT OF DIRECT/ONLINE SELLING ON TRADITIONAL CHANNELS ? A CRITICAL APPRAISAL
INTRODUCTION
Wars play a vital role in restructuring of the countries and that of the world. Post World War II era witnessed a steep rise in expansion of the consumer markets. The end of cold war in fact reunited the two blocks and commenced reshaping the world. However, beginning of the globalization had started much earlier. It was the Arab Israel war of 1973, which gave birth to the concept of globalization. It took no time in crossing the geographical boundaries and immediately engulfed the entire world. Globalization played an important role in canalizing the consumer products to newer world markets. Industry grew larger and stronger. Benefit of the arising competition between significant market leaders went to the customers. Consumer market expanded so larger that there came a time in seventies and eighties, when the world seemed to have no other activity but to shop and shop only.
This trend still continues wit ...