The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.
Chapter 22: Marketing and the Internet
Marketing and the Internet
1. Introduction: The Promise of Digital Marketing
How Important is the Internet in Marketing?
The Internet has become one of the most discussed topics in business and academia. The speed of development of electronic marketing has been fast by any standards, and especially compared with the slow process of academic research and publication in marketing and other social sciences.
At the time of writing, however, business and financial markets are recovering from earlier overexuberance about the Internet. It is now recognized that the fundamentals of business have not changed; that most pure-play dotcom business models were wildly over-optimistic, especially in business-to-consumer (B2C) markets; and that the future role of the Internet in marketing will be largely as part of an integrated ...