| Author: | Peterson, R. A. Balasubramanian, S. Bronnenberg, B. J. |
| Title: | Exploring the Implications of the Internet for Consumer Marketing |
| Journal: | Journal of the Academy of Marketing Science
1997 : Vol. 25:4, p. 329-346 |
| Index terms: | CONSUMER MARKETS INTERNET MARKETING CHANNELS RETAILING |
| Language: | eng |
| Abstract: | Past commentaries on the potential impact of the Internet on consumer marketing have typically failed to acknowledge that consumer markets are heterogenous and complex and that the Internet is but one possible distribution, transaction, and communication channel in a world dominated by conventional retailing channels. This failure has led to excessively broad predictions regarding the effect of the Internet on the structure and performance of product and service markets. The objective of this article is to provide a framework for understanding possible impacts of the Internet on marketing to consumers. |
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