124 15 th Bled Electronic Commerce Conference eReality: Constructing the eEconomy Bled, Slovenia, June 17 - 19, 2002 Marketing in eWorld Era: Opportunities, Challenges and Dilemmas Janusz Wielki Technical University of Opole Poland JWielki@polo.po.opole.pl Abstract The paper discusses the problem of impact of electronic environment on marketing process. In the first part, utilization of various tools and techniques is presented and analyzed. Second part of the paper is focused on challenges emerging in the new e- reality. Next part briefly discusses opportunities arising for marketers with electronic environment development. Finally conclusions are provided. 1. Introduction The 1990s was a period of time when more and more noticeable became lowering efficacy of mass marketing approach. Customers got far more demanding, their level of loyalty had significantly dropped, while offering modern, high quality products became not sufficient to stay competitive and succeed in the rapidly globalizing marketplace [16]. According to the report of the Gartner Group from 1996, the most important trends negatively impacting traditional marketing were [9]: • less differentiation of products, • increasing competition, • rising consumer expectations, • splintering mass markets,