Marketing on the Internet - who can benefit from an online marketing approach?

@article{Kiang2000MarketingOT,
  title={Marketing on the Internet - who can benefit from an online marketing approach?},
  author={Melody Y. Kiang and T. S. Raghu and Kevin Huei-Min Shang},
  journal={Decision Support Systems},
  year={2000},
  volume={27},
  pages={383-393}
}
The research builds upon the literature in electronic commerce and past research in marketing with the objective of understanding factors that impact a product’s adaptability to online marketing. A review of marketing channel choice literature reveals a set of factors and channel choice functions that are considered important in making channel decisions. Using this as a basis, four major channel functions, namely, product customization, availability, logistics, and transaction complexity are… CONTINUE READING
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