The Marketing Process

Dick Stroud

Chapter 5 in Internet Strategies, 1998, pp 76-128 from Palgrave Macmillan

Abstract: Abstract Much of the drive and direction for the initial application of the Internet to the needs of business came from IT staff. This has changed, with most of the momentum and energy now coming from the marketing department.

Keywords: Marketing Activity; Business Objective; Sales Force; Corporate Identity; Brand Awareness (search for similar items in EconPapers)
Date: 1998
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DOI: 10.1057/9780333981474_5

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