Relationship Marketing For Cigarettes and Alcoholic Beverages

The ever increasing globalisation is predominantly driven by the advances in information technology and telecommunications. Global market created global needs which created the global consumer. Consequently, companies were forced to build one to one relations with the consumer. Only those companies that will develop consumer driven products and services are meant to stay. Internet, one of the greatest contributions of information technology to human life, has turned out to be a communication channel through which companies can detect consumers based on their individual needs and requirements and communicate to them directly about products and/or services. The purpose of this study is to assess whether internet is an effective communication and distribution channel for the tobacco and alcoholic beverages industries.