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Marketing Functions on the Internet

Part 4. Advertising and Integrated Communication

  1. Larry Chiagouris1,
  2. Alexis Verniere2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04030

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Chiagouris, L. and Verniere, A. 2010. Marketing Functions on the Internet. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. 1

    Pace University, New York, NY, USA

  2. 2

    Euro RSCG, Chicago, IL, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

This article examines the manner in which functions central to the understanding and practice marketing have been conducted within an Internet environment. Recent developments in both scholarly research and marketing applications are reviewed.

Keywords:

  • product development;
  • market research;
  • branding;
  • marketing communications;
  • pricing;
  • online retailing;
  • business models;
  • privacy;
  • ecommerce;
  • Internet