Application of internet marketing as a customer-oriented marketing approach in the new economy Rashad Yazdanifard 1 , Ehsan Khojeh 2 , Azade Dehghan Pour 3 & Ludovic Froget 3 1 Faculty of Management, Multimedia University, Cyberjaya, Malaysia 2 Faculty of Computer Science and Information Technology, University of Malaya, Malaysia 3 Center of Post Graduate Studies, Limkokwing University of Creative Technology, Malaysia Abstract Internet marketing is a hot topic for researchers in the marketing field due to the ubiquity of the internet in the new economy and especially because of its increasing role in various markets and industries. In this paper we try to explain how internet marketing is applied as a customer-oriented approach of marketing in the new economy. This article is based on a literature review that highlights the intimate relationship between internet marketing and customer-oriented concepts such as customer advocacy and customer empowerment. Keywords: internet marketing, customer power, customer empowerment, customer advocacy. 1 Introduction Market dynamics have been continuously changing as a result of the fast transformation of information and communication technologies (ICT) combined with significant developments on the socio-economic, political and demographic landscape. Consumer behavior is a domain that has been undergoing major transformation over the last fifteen years [1]. According to Pires et al. [2] and Constantinides [1] market power traditionally held by the producers/sellers has migrated towards the consumers/customers. “The customer is becoming the Advances in Industrial Engineering, Information and Water Resources 687 www.witpress.com, ISSN 1743-3533 (on-line) WIT Transactions on Engineering Sciences, Vol 80, © 201 WIT Press 2 doi:10.2495/ 12 AIE 0 1 73