The Evolution of Web Marketing Practice

The Evolution of Web Marketing Practice

Malu Roldan (San Jose State University, USA)
Copyright: © 2001 |Pages: 16
DOI: 10.4018/978-1-878289-97-1.ch002
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This chapter reviews the current state of Web marketing practice and presents a framework on the relationships among Web technology capabilities, marketing approach and customer orientation. We present a discussion of how Web technology capabilities — such as data, network reach, traceable traffic, portability, interactivity, and high-bandwidth transmission — enable different marketing approaches – specifically, matching, branding, customer experience, and viral marketing. The viability of these approaches is determined by how well they match the orientations of target customers – be it recreational, experiential, convenience, or economic. Propositions regarding the interaction between current practices and shopper orientations are presented as a basis for determining effective Web marketing practices.

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