International marketing tool: the Internet
Fred Palumbo
(Sy Syms School of Business, Yeshiva University, New York, NY, USA)
Paul Herbig
(Herbig and Sons (Marketing Consultants), San Antonio, Texas, USA)
12712
Abstract
The main purpose of this paper is to provide a clearer understanding about the approaches to international markets using the Internet, and understanding the marketing decisions and challenges that a company will face in a global environment selling through Internet. In order to achieve this purpose, this paper is organized in the following sections: introduction to Internet; adopting marketing decisions to the Internet; and marketing via the Internet.
Keywords
Citation
Palumbo, F. and Herbig, P. (1998), "International marketing tool: the Internet", Industrial Management & Data Systems, Vol. 98 No. 6, pp. 253-261. https://doi.org/10.1108/02635579810228381
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited