The Internet for the rest of us: Marketing on the World Wide Web.
Excerpt: "The purpose of this article is twofold. First, we briefly explain what the Internet, and specifically the World Wide Web, is and what it has to offer the business community. Second, we present a typology which describes four ways in which the World Wide Web can serve as a marketing tool. This typology is used to illustrate the variety of ways in which businesses can make use of the World Wide Web to create a competitive advantage over the flood of other companies moving to this new promotion medium."
MCB University Press
Ainscough, T.L. & Luckett, M.G. (1996). The Internet for the rest of us: Marketing on the World Wide Web. Journal of Consumer Marketing, 13(2), 36-47. doi: 10.1108/07363769610115393
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