search query: @freeterm MARKETING, EDV-VERBUNDANLAGE, ABSATZWEGE / total: 1
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| Author: | Pitt, L. Berthon, P. Watson, R. T. |
| Title: | From surfer to buyer on the WWW. What marketing managers might want to know |
| Journal: | Journal of General Management
1996 : AUTUMN, VOL. 22:1, p. 1-13 |
| Index terms: | |
| Freeterms: | MARKETING, EDV-VERBUNDANLAGE, ABSATZWEGE WERBEMITTEL |
| Language: | eng |
| Abstract: | This article sets out to provide a brief overview of the Web as a phenomenon of the late 20th century. Then it explores the Web as an marketing medium and considers a simple model of Web conversion efficiency: the power of the medium to move the customer from being a passive Internet surfer to an interactive customer. It demonstrates robust yet uncomplicated calculation, which can easily be spreadsheeted, which may be used to determine whether objectives are being met or not. |
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