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Article: The brave new world of Internet marketing.
- Article from:
- Direct Marketing
- Article date:
- January 1, 1998
- Author:
CopyrightCOPYRIGHT 1998 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The Internet's primary advantage in advertising is not so much in attracting attention and conveying a brief message, but lies instead in delivering in-depth, detailed information - once initial interest is triggered by conventional advertising.
The strategic implications of the Internet are far-reaching for global commerce, for global marketing, and for global marketing research. The full direction, scope and impact of the Internet are clouded by the confusion and crosscurrents attendant to the birth of a new technology and the competitive struggle it has launched. No one is clever enough to accurately predict where all of this will lead, or what the end result will ...