Exploring the implications of the internet for consumer marketing

  title={Exploring the implications of the internet for consumer marketing},
  author={Robert A. Peterson and Sridhar Balasubramanian and Bart J. Bronnenberg},
  journal={Journal of the Academy of Marketing Science},
Past commentaries on the potential impact of the Internet on consumer marketing have typically failed to acknowledge that consumer markets are heterogeneous and complex and that the Internet is but one possible distribution, transaction, and communication channel in a world dominated by conventional retailing channels. This failure has led to excessively broad predictions regarding the effect of the Internet on the structure and performance of product and service markets. The objective of this… 
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