The New Marketing Imperatives: Marketing in the Electronic Age

Michael Kare-Silver

Chapter 14 in E-Shock, 1998, pp 205-225 from Palgrave Macmillan

Abstract: Abstract At least half of multinational companies surveyed are ‘missing the link’: they’re not marketing effectively on the Internet. According to a 1998 study in The Economist, many web sites are sorely lacking when it comes to communicating with their audiences. Companies may be on-line but web sites are often difficult to find and difficult to use, information is often patchy or incomplete (only 37% of the companies in the survey gave any details of where their products could be obtained), sales efforts can be half-hearted (e.g. J.C. Penney’s handbag department for some time featured precisely one item, the Argos gift service sold only barometers) and on-line support and services can be surprisingly limited (only 21% offered any interactive service or further communication beyond the initial information dump).

Keywords: Smart Card; Loyalty Scheme; Financial Service Company; Database Marketing; Electronic Connection (search for similar items in EconPapers)
Date: 1998
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-14774-8_15

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DOI: 10.1007/978-1-349-14774-8_15

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