Web-based Sales: Defining the Cognitive Buyer

Marketing on the Web represents a radical departure from the traditional thinking. Traditional mass marketing channels broadcast information from as single source to mass audience. The relationship represents a one-to-many communications model where the entire audience is treated the same way. This article explores the forces contributing to the transformation of buyer behavior when buyers use the Web for making purchase decisions. These forces include trends in the marketplace, where products are becoming more complex and plentiful.