The Internet for the rest of us: marketing on the World Wide Web
Thomas L. Ainscough
(Thomas L. Ainscough is Assistant Professor of Marketing and Business Information Systems at the University of Massachusetts, Dartmouth, MA, USA (Internet tainscough@umassd.edu.))
5209
Abstract
Examines the World Wide Web (WWW) ‐ a relatively new Internet service based on hypermedia, as a marketing tool, illustrating the issues raised with case examples. Explains how information can be accessed and disseminated via the WWW using a typology developed by the authors. An analysis of current usage patterns indicates that several underutilized elements of the typology may provide a competitive advantage to companies which adopt them.
Keywords
Citation
Ainscough, T.L. (1996), "The Internet for the rest of us: marketing on the World Wide Web", Journal of Consumer Marketing, Vol. 13 No. 2, pp. 36-47. https://doi.org/10.1108/07363769610115393
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited