Ethical Marketing for Competitive Advantage on the Internet

Topics:
Internet Advertising
Tags:
Academy Of Marketing Science Review,
Competitive Advantage,
Internet,
Marketing,
Marketing Research
Source:
Academy of Marketing Science Review

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Overview: "Marketing practice is now busy integrating the potential of information and communication technologies through the utilization of databases and Internet marketing. The development of internet-based technologies opens endless possibilities for Marketers. Marketing research can be carried out subtly by actively archiving the procedures that each individual undertakes on the Web, through Web tracking Software. Thus making a whole new set of variables available to the marketer. The technological opportunities are obviously highly appealing for Marketers to explore and use extensively and intensively. This article also talks about Ethical marketing on the Internet that can be judged against seven criteria: notice, choice, contact, security, access, horizon, and intrusiveness. The importance paid to each criterion can reflect the degree of ethical interactivity that the firm is willing to exhibit."

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Format: PDF | Size: 265KB | Date: Jan 2003 | Pages: 8

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