Today’s business practitioners will always view its marketing department as one of the mostimportant part in his/her company. Basically, it is because from the good marketing strategy, therevenue will come. The company produces goods and sells them to its customers through variousmarketing strategies. In turn, the customers pay the company for the products or service given by the company.
Regarding the definition of marketing, Kotler, et.al (1994, p.4) stated: Marketing is a social andmanagerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
Today’s customers don’t want to be treated equally (Newell 2000, p. 15). Instead, they demandspecial intention from the company. In other words, they demand one- to-one marketing. Therefore,today’s good CRM should be able to provide that program to the customers.
Internet marketing that is also able to provide one to one marketing is defined as “a type of marketingthat is based on using the Internet, Intranets, and extranets to establish two way interaction between abusiness and its customers or potential customers” (O’Brien 1999, p.408). Its goal is to enable the company to profitably use those networks to attract and keep customers who will become partners with the business in creating, purchasing, and improving products and services.