Advertising on the Internet
New metrics for new media: toward the development of Web measurement standards
World Wide Web Journal - Special issue on advancing HTML: style and substance
Coordinating Channels Under Price and Nonprice Competition
Marketing Science
The Impact of Infusing Social Presence in the Web Interface: An Investigation Across Product Types
International Journal of Electronic Commerce
B2B integration in global supply chains: An identification of technical integration scenarios
The Journal of Strategic Information Systems
Proceedings of the 13th International Conference on Electronic Commerce
Hi-index | 0.00 |
Marketing managers developing strategies to market products on the Internet are faced with important issues. We suggest that the use of Web advertising, virtual store-fronts and virtual communities provides innovative opportunities for marketers to communicate with consumers, understand their preferences and personalize the marketing offers at far lesser costs and far more effectively than through traditional means. The Web can also extend to fulfill the transaction and distribution needs of the consumers through new consumer processes, and thus becomes a new marketing channel. Considering the unique characteristics of the Web and traditional channels, we suggest the use of product and market characteristics in identifying the right channel for the right product. Further, we present a new framework of channel management strategies to help organizations effectively integrate the Web channel into their marketing strategy.