The Internet for the rest of us: marketing on the World Wide Web

Thomas L. Ainscough (Thomas L. Ainscough is Assistant Professor of Marketing and Business Information Systems at the University of Massachusetts, Dartmouth, MA, USA (Internet

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 April 1996


Examines the World Wide Web (WWW) ‐ a relatively new Internet service based on hypermedia, as a marketing tool, illustrating the issues raised with case examples. Explains how information can be accessed and disseminated via the WWW using a typology developed by the authors. An analysis of current usage patterns indicates that several underutilized elements of the typology may provide a competitive advantage to companies which adopt them.



Ainscough, T. (1996), "The Internet for the rest of us: marketing on the World Wide Web", Journal of Consumer Marketing, Vol. 13 No. 2, pp. 36-47.

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Copyright © 1996, MCB UP Limited

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