INTERNET MARKETING

INTERNET MARKETING: A LITERATURE REVIEW

Much of the academic literature concerning the Internet has been focused recently on trying to discern who the customer really is and what that customer's buying habits are (Freiden, Goldsmith, Takacs & Hofacker, 1998; Kingsley & Anderson, 1998). Weiber and Kollmann (1998) provide a unique focus for this problem by suggesting that the Internet should be looked at as two markets instead of one, and the two terms the authors suggest are "marketplace" and "market space" and evaluate the significance of virtual value chains in opening up further possibilities in the marketplace and marketspace. This work complements the in depth research being conducted by Gould and Lerman who have built on the works of Firat and Venkatesh to establish two essentially different views of the possible postmodern consumer.

One view suggests that the Internet customer has increased expressive flexibility and is therefore liberated from prior ideologically-created

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Category: Science - I