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Aldridge, Alicia; Forcht, Karen; Pierson, Joan – Internet Research, 1997
To cultivate an online market share, companies must design marketing strategies specifically for the Internet. This article examines the nature of business on the Internet, highlighting demographics, user control, accessibility, communication, authenticity, competition, and security and proposes a marketing strategy, including targeting and…
Descriptors: Access to Information, Advertising, Business, Competition