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Marketing thinkers and companies are prompted to frequently re-think their strategies and adopt new theoretical and practical approach to address specific marketing changes and also to think beyond the scope of traditional marketing theories (Constantinides, E, 2006). A majority of the changes were influenced by the advent of internet and easy accessibility of users to this medium of communication. The internet has grown to become a highly accepted source of information and consumers can now benefit from the expanded range of timely and relevant product-related information accessible through the internet as quite rightly pointed out by Quelch and Klein (1996, cited Soumava 2001 )...
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