E-Shock pp 205-225 | Cite as

The New Marketing Imperatives: Marketing in the Electronic Age

  • Michael de Kare-Silver
Chapter

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).

Keywords

Corn Dust Transportation Marketing Arena 

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Copyright information

© Michael de Kare-Silver 1998

Authors and Affiliations

  • Michael de Kare-Silver

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