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The New Marketing Imperatives: Marketing in the Electronic Age

In: E-Shock

Author

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  • Michael Kare-Silver

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).

Suggested Citation

  • Michael Kare-Silver, 1998. "The New Marketing Imperatives: Marketing in the Electronic Age," Palgrave Macmillan Books, in: E-Shock, chapter 14, pages 205-225, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-14774-8_15
    DOI: 10.1007/978-1-349-14774-8_15
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