Marketing implications of Webcasting and extranets

Abstract

Webcasting or push technology automatically sends information from the producer of information to the server or client computer of the subscriber. This paradigm is different from the traditional method of accessing Web content – a method that requires an individual to seek out information via a search engine or URL. Webcasting does not require active participation by the viewer and in this sense it is more like the television mode of information delivery. After reviewing the evolution of Webcasting, our paper considers the implications of Webcasting for the marketing decision support system and the marketing mix. An extranet is a private Internet site that enables several companies to securely share information and conduct business. An extranet extends the reach of push technology and hence magnifies the marketing impact.

Citation

Dubas, K.M. and Brennan, I. (2002), "Marketing implications of Webcasting and extranets", Marketing Intelligence & Planning, Vol. 20 No. 4, pp. 223-228. https://doi.org/10.1108/02634500210431612