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(Revised from original 1996 version)
Note on Marketing and the Internet
The World Wide Web is new, a comprehensive marketing environment. It is a medium for direct marketing, for retailing and distribution, for the delivery of service and product elements, for marketing research, and even for posting and testing prices. This note explores the features of this environment. It contrasts the web with older, broadcast media and evaluates the web as a medium for doing business. It examines the structure of the industry that is emerging to support marketing on the web.
Deighton, John A., Alison Berkley, and John Barabino. "Note on Marketing and the Internet." Harvard Business School Background Note 597-037, July 2002. (Revised from original December 1996 version.)