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. Attached Files Name Description MIMEType Size Downloads 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 1422-8890 Keyword(s) direct online marketing one-to-one marketing internet 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 Collections: Faculty of Business and Law School of Management and Marketing Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Tue, 06 Aug 2013, 11:36:16 EST Wed, 27 Aug 2014, 21:17:14 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 1140 Abstract Views, 2 File Downloads  -  Detailed Statistics Created: Mon, 07 Jul 2008, 08:01:51 EST