Interdependency factors influencing the World Wide Web as a channel of interactive marketing

The author identifies critical research issues of the interdependencies between the effectiveness of using the World Wide Web as a channel of interactive marketing and factors posed by the limitations of the media, both qualitative and technological. He proposes a model to explain the flow of a transaction in this hypermedia CME and isolates the critical paths in this flow and thier possible effects on the given transaction and isolates the effects to taking alternate routes across those critical paths for a marketer.