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- W2268798344 abstract "This chapter reviews the current state of Web marketing practice and presents a framework on the relationships among Web technology capabilities, marketing approach and customer orientation. We present a discussion of how Web technology capabilities — such as data, network reach, traceable traffic, portability, interactivity, and high-bandwidth transmission — enable different marketing approaches – specifically, matching, branding, customer experience, and viral marketing. The viability of these approaches is determined by how well they match the orientations of target customers – be it recreational, experiential, convenience, or economic. Propositions regarding the interaction between current practices and shopper orientations are presented as a basis for determining effective Web marketing practices." @default.
- W2268798344 created "2016-06-24" @default.
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- W2268798344 date "2001-01-01" @default.
- W2268798344 modified "2023-09-26" @default.
- W2268798344 title "The Evolution of Web Marketing Practice" @default.
- W2268798344 doi "https://doi.org/10.4018/978-1-878289-97-1.ch002" @default.
- W2268798344 hasPublicationYear "2001" @default.
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