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Value‐added marketing in the digital domain: enhancing the utility of the Internet

Craig S. Breitenbach (Communications Systems Engineer, The Johns Hopkins Applied Physics Laboratory, Laurel, Maryland, USA)
Doris C. Van Doren (Professor of Marketing, Loyola College in Maryland, Baltimore, Maryland, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 December 1998



The Internet marketing techniques detailed in this article provide tactics to maximize the utility of the Internet as a vehicle for marketing communications. We found that Internet marketers today must provide increasingly sophisticated users with an experience not easily replicated by conventional media. Furthermore, techniques utilized within the homepage of a company must accomplish specific marketing objectives. Over 50 homepages across various industries were visited and evaluated for this study. Quantitative analysis identified current industry utilization of Internet marketing techniques, as well as those techniques best suited to reach Internet user types and to meet marketing objectives. General guidance is given to determine which techniques are best suited to accomplish these ends.



Breitenbach, C.S. and Van Doren, D.C. (1998), "Value‐added marketing in the digital domain: enhancing the utility of the Internet", Journal of Consumer Marketing, Vol. 15 No. 6, pp. 558-575.




Copyright © 1998, MCB UP Limited

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