An internet marketing framework for the World Wide Web (WWW) |
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Authors: | R.F. Morgan |
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Affiliation: | Sheffield University Management School , 9 Mappin Street, Sheffield, Sl 4DT, UK |
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Abstract: | It is likely that the World Wide Web (WWW) will come to play a significant role in the marketing strategies of many organisations, even when it fails to become the dominant marketing communications channel. A framework is required whereby an organisation can assess the potential of, develop a role for, create and manage a WWW site within its marketing strategy. The WWW is an interactive channel offering a potential for many‐to‐many communications to all players in a market. Existing frameworks either fail to recognise the implications of this or else they ignore it. This paper attempts to develop a framework which invites organisations to fundamentally rethink their marketing strategies through consideration of the opportunities presented by the WWW. |
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Keywords: | MARKETING MEASUREMENT INTANGIBLES COMPANY REPORTS ANALYSTS |
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