Marketing Functions on the Internet
Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
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.
- Published Online: 15 DEC 2010
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.
- product development;
- market research;
- marketing communications;
- online retailing;
- business models;