Abstract:

Buyer-seller relationships, networks and partnerships are rapidly becoming key issues in marketing. Indeed it is now recognized that building and maintaining interactive strategic relationships have significant long term implications for a company's marketing efforts. Although interactivity in one form or another has existed in marketing for a long time, a key question is the significance of high-tech intelligent interactivity. Recently in consumer marketing the focus has shifted from creating brand loyalty through mass advertising and sales promotion programs towards developing direct one-to-one relationships. The more the marketers try to develop a relationship directly with their consumers, the better will be the response and commitment from consumers. The Internet will be expected as the ultimate interactive and relationship building medium for buyer-seller relationships.