The authors develop several important frameworks in an attempt to explain the changing market practices and perspectives in the new market space. Firstly the issue of communication between different parties in the web based marketing world is explored. The internet technologies raise higher order communications among organizations to consumers and as well consumers to consumers (Ozuem et. Al. 2009, p. 1060). Three major chains of communication are established in this statement. One there is the flow of communication between the supplier and other suppliers. This chain of communication helps the suppliers to maximize their supplying capacity. Secondly there is communication between the supplier and the consumer. This enables the supplier to get consumer feedback and provide better services. Lastly the consumers can communicate with other consumers and exchange supplier information. This enables them to choose the best supplier for their goods and services.
Another framework presented by the authors is based on the malleability and flexibility of internet marketing. Markets can integrate various modalities of market communications into a plan that combines both on-line and off-line strategies to meet certain strategic objectives (Ozuem et. Al. 2008, p. 1060). This means that marketers can mould or customize the internet to fit their marketing needs. For example a marketing website can be designed to market any kind of product or service. The internet also provides a host of different ways to market products and services.
The rising of the consumer as an important player in marketing is another framework explained by the authors. The internet has enabled consumers to actively participate in market communication. Lastly the authors explore the concept of mass marketing through mass communication. The internet has broken through national boundaries to permeate every part of the world and this has presented a mass audience which is quite a huge potential market base for marketers.
The authors have made use of several theories and arguments to support their conceptual frameworks. In particular the theories are based on the works of Hoffman and Novak (1997). One theory puts forward the idea that virtual presence is not so much different from the real physical presence. Consumers in multimedia computer mediated surroundings, which experience tele-presence (Steuer, k. 1992) or the perceptions of being contemporary in the arbitrated, rather than the real-world environments (Ozuem et. Al. 2008, p. 1061).
Another argument is that communication in the current internet driven market space is many to many and this leads to effective the relationship within the consumptions processes. The research methodology used by the authors is termed as ethnography where research is carried out on individuals in their natural setting. This method gives a deeper understanding of the subjects and topic of research (Simmons 2007).
In conclusion, the authors have mentioned that, the internet has enabled a two-way dialogue among the companies and their customers. The websites Compare the Market have had a continuous marketing promotion referred to us Compare the Market, which is a spoof regarding the comparison websites. The promotional website offers potential customers enjoy various activities which it offers, but at on the mean-time, sensitizing customers concerning the availability of the actual website.