Judy Strauss

Preface The Internet is the first exciting, significant marketing tool to emerge in many years. New opportunities create lots of questions, however. How can firms leverage new technologies to maximum benefit? How much commitment should marketers make to Internet programs? Is our market online?...

The internet, combined with other information technologies, has created many interesting and innovative ways to provide customer value since its inception in 1969. Web sites for marketing communication and customer support; one-to-one communication to many different receiving devices; consumer...