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  • December 1996 (Revised July 2002)
  • Background Note
  • HBS Case Collection

Note on Marketing and the Internet

By: John A. Deighton, Alison Berkley and John Barabino
  • Format:Print
  • | Language:Japanese
  • | Pages:16
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Abstract

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.

Keywords

Marketing; Internet and the Web; Digital Marketing

Citation

Deighton, John A., Alison Berkley, and John Barabino. "Note on Marketing and the Internet." Harvard Business School Background Note 597-037, December 1996. (Revised July 2002.)
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About The Author

John A. Deighton

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More from the Authors
  • Sonder Holdings Inc: Using Technology to Solve Hospitality’s Frictions By: John A. Deighton and Leora Kornfeld
  • The Routledge Handbook of Digital Consumption, Chapter 41: The Internet’s Effects on Consumption: Useful, Harmful, Playful By: John A. Deighton and Leora Kornfeld
  • Marketing Thinking and Doing By: John A. Deighton, Carl F. Mela and Christine Moorman
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