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| Author: | Kiang, M.Y. Raghu, T.S. Shang, K.H-M. |
| Title: | Marketing on the Internet - who can benefit from an online marketing approach? |
| Journal: | Decision Support Systems
2000 : JAN, VOL. 27:4, p. 383-393 |
| Index terms: | Marketing Electronic commerce Products Internet Research |
| Freeterms: | e-commerce |
| Language: | eng |
| Abstract: | The research builds on the literature in electronic commerce and past research in marketing with the objective of understanding factors that impact a product's adaptability to online marketing. A review of marketing channel choice literature reveals a set of factors and channel choice functions that are considered important in making channel decisions. On this basis, 4 major channel functions, i.e. product customization, availability, logistics, and transaction complexity are considered relevant in understanding the implications for Internet marketing. Based on previous research, this paper provides means of classifying Internet marketing initiatives based on product characteristics. This classification scheme can help analyze the significance of each factor on the success of firm's online marketing approach. |
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