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| Author: | |
| Title: | Choice in computer-mediated environments |
| Journal: | Marketing Letters
1997 : JUL, VOL. 8:3, p. 287-296 |
| Index terms: | COMPUTER NETWORKS CONSUMER CHOICE INTERNET DECISION MAKING ADVERTISING BRAND CHOICE |
| Language: | eng |
| Abstract: | For marketing researchers it is important to examine new emerging technologies. At the very minimum computer mediated environments (CME) can be seen as an exciting new laboratory for testing existing theories, relevant to research on decision processes, brand choice, and marketing mix variables such as price and advertising. The diffusion of computer-mediated environments is occurring rapidly. While forecasts of the dollar amounts of sales that will occur through CMEs are wildly different, it is safe to say that the next 5 years will see a significant increase in sales made through new channels.Marketers will spend an increasing amount of money on customer communications to improve their relationships with customers, increase brand equity, and to provide information to current or prospective customers. |
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