A model of web use in direct and online marketing strategy

Adam, Stewart 2002, A model of web use in direct and online marketing strategy, Electronic markets, vol. 12, no. 4, pp. 262-269, doi: 10.1080/101967802762553521.

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Title A model of web use in direct and online marketing strategy
Author(s) Adam, Stewart
Journal name Electronic markets
Volume number 12
Issue number 4
Start page 262
End page 269
Publisher Routledge
Place of publication London, England
Publication date 2002-10
ISSN 1019-6781
Keyword(s) direct online marketing
one-to-one marketing
world wide web
Summary There has been less than a decade of rapid diffusion of the Internet and related technologies into the commercial world, with resultant changes in business processes, business structure and financial valuations of adopting businesses. Advocates and critics of new online business models are still addressing the relationship between online or electronic marketing using the Internet (Net) and marketing and financial outcomes. There remains a need for empirical research into specific aspects of online marketing strategy beyond click-through analysis, Web audience analysis and scrutiny of website properties to mention the most widely examined elements. This paper discusses conceptualizations underpinning development of a model of Web use in marketing strategy. The aim of the paper is to aid both business practitioner and academician alike in connecting direct and online marketing using the Web with performance outcomes
Language eng
DOI 10.1080/101967802762553521
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2002, Routledge
Persistent URL http://hdl.handle.net/10536/DRO/DU:30001614

Document type: Journal Article
Collection: School of Management and Marketing
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