Changes on the Electronic Frontier: Growth and Opportunity of the World-Wide Web

Abstract

Interest in marketing applications pertaining to the Internet has been increasing dramatically. In an earlier work (Freiden and Takacs 1995), the authors proposed that there would be opportunities for an expanded role for promotional activities on the Internet. This paper presents data from a longitudinal analysis of these activities on the World-Wide Web to determine which of these opportunities have been fulfilled. The authors had suggested that the fledgling Web represented a significant opportunity for business, and that some businesses more than others would seize the moment. Research on characteristics of users is discussed, as well as implications for marketing strategies.

Additional information

Notes on contributors

Scott J. Takacs

Scott J. Takacs (Ph.D., Florida State University) is assistant professor of marketing at Georgetown College in Georgetown, Kentucky. His publications include articles in The Journal of Consumer Marketing and Marketing Intelligence and Planning. His research interests are in the areas of marketing with new technology and consumer behavior.

Jon B. Freiden

Jon B. Freiden (Ph.D., The University of Oklahoma) is associate professor of marketing at the Florida State University (he has been associated with FSU since 1977). Dr. Freiden has also taught at Lamer University in Texas and a branch of FSU in London. Before becoming an academic, Dr. Freiden was a practitioner-working for General Foods and Coca Cola in the area of marketing research for new products. Dr. Freiden has published numerous articles involving consumer behavior and promotion in a variety of marketing journals.