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Marketing opportunities in the digital world

G. Reza Kiani (Research Associate at Henley Management College, Greenlands, Henley‐on Thames, Oxfordshire, UK. E‐mail: rezak@henleymc.ac.uk)

Internet Research

ISSN: 1066-2243

Article publication date: 1 May 1998

14132

Abstract

With the birth of the World Wide Web, the current decade has witnessed tremendous evolution in the media environment, and indicates that electronic commerce, defined as the electronic exchange of information, goods, services, and payments, has finally come of age. Despite the fast‐growing popularity of electronic commerce and presence of many companies on the virtual market, the opportunities offered by this new environment are still unknown. Many marketers still approach the Web based on the traditional mass communication model. The paper addresses the opportunities offered by the Web to marketers. Its approach considers the Web as a two‐way communication model in which four different communication states can take place. The paper also suggests the necessity of new concepts and models for marketers to manage their Web sites, and then presents the opportunities supporting the marketers’ objectives in the new environment.

Keywords

Citation

Reza Kiani, G. (1998), "Marketing opportunities in the digital world", Internet Research, Vol. 8 No. 2, pp. 185-194. https://doi.org/10.1108/10662249810211656

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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