An internet marketing framework for the World Wide Web (WWW)

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 f...

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Bibliographic Details
Published in:Journal of marketing management 1996-12, Vol.12 (8), p.757-775
Main Author: Morgan, R.F.
Format: Article
Language:English
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Summary: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.
ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.1996.9964451