E-Shock pp 205-225 | Cite as

The New Marketing Imperatives: Marketing in the Electronic Age

  • Michael de Kare-Silver


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).


Smart Card Loyalty Scheme Financial Service Company Database Marketing Electronic Connection 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Michael de Kare-Silver 1998

Authors and Affiliations

  • Michael de Kare-Silver

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