INTRODUCTION Organisations today face unprecedented number of both challenges and opportunities. Among these are the pace of technological innovations, spreading globalisation of business organisations and their operations, a competitive environment, intensifying pressures for service and products of exceedingly high quality and evolving views of managerial leadership. Now-a-days firms are communicating with their customers through various media. Traditionally, these media follow a passive one-to-many communication model, whereby a firm reaches many current and potential customers, segmented or not, through marketing efforts that allow only limited forms of feedback from the customer. For several years, a revolution has been developing that is dramatically altering this traditional view of advertising and communication media. This revolution is the Internet, the massive global network of interconnected packetswitched computer networks, which as a new marketing medium has the potential to radically change the way firms do business with their customers.
