Marketing to and Serving Customers through the Internet: An Overview and Research Agenda

The authors discuss the motivations for this special issue and propose a conceptual framework pertaining to the issue’s theme, and offer an overview of the remaining articles by segmenting them into categories and discussing their relationship to the framework.

Abstract

The authors discuss the motivations for this special issue and propose a conceptual framework pertaining to the issue's theme. Using this framework as a backdrop, they then offer an overview of the remaining articles by segmenting them into categories and discussing their relationship to the framework. They conclude by highlighting research avenues for augmenting our understanding of marketing to and serving customers through the Internet.