haku: @author Parasuraman, A. / yhteensä: 38
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| Tekijä: | Parasuraman, A. Zinkhan, G. M. |
| Otsikko: | Marketing to and Serving Customers through the Internet: An Overview and Research Agenda |
| Lehti: | Journal of the Academy of Marketing Science
2002 : FALL, VOL. 30:4, p. 286-295 |
| Asiasana: | MARKETING CUSTOMERS INTERNET RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | The proliferation of and rapid advances in technology- based systems, especially those related to the Internet, are leading to fundamental changes in how companies interact with one another (business-to-business [B2B] marketing) and with consumers (business-to-consumer [B2C] marketing). The authors discuss the motivations for this special issue and propose a conceptual framework pertaining to the issue's theme. Using this framework as a backdrop, they then offer an overview of the remaining articles by segmenting them into categories and discussing their relationship to the framework. They conclude by highlighting research avenues for augmenting the authors' understanding of marketing to and serving customers through the Internet. |
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