Abstract
It is a proverb of the Internet Age that “information wants to be free.” The near-universal realization that the Internet is important for marketing — and the difficulty of devising schemes for using the Internet as a direct sales and collection tool — underscore the fact that companies must decide more carefully than ever before what it is they are selling and what they are willing to give away. Internet advertising is not delivered to couch potatoes between sitcom segments. It is sought out by potential customers who are interacting with the medium. Internet advertisers therefore must give away a lot — just to keep the interest of prospects.
“It was puny. It was underpowered. It was overhyped. It cost a bundle. It was completely incompatible with the IBM PC. It didn’t run in color. And there was hardly any software available for it. But it was still pretty wonderful.”
Mark Potts, writing about the Macintosh in The Washington Post, 1/24/94
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The Bibliography
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Phillips, F.Y. (2001). Strategies and Tactics for Marketing New-to-the-World Products. In: Market-Oriented Technology Management. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-08500-4_9
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DOI: https://doi.org/10.1007/978-3-662-08500-4_9
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