Harnessing an Unpredictable Tool

Oliva, Ralph A.
March 1997
Marketing Management;Spring97, Vol. 6 Issue 1, p34
The article discusses the critical issues of business-to-business marketing on the Web. With the illustrations and further explanations of marketing and communications experts at leading companies like the Institute for the Study of Business Markets and its newly formed Business Marketing Web Consortium, the author tries to probe into the real utility of the Web which can get buried beneath the latest glitzy technologies and nostrums peddled by "experts" hoping to grasp pieces of corporate marketing budgets. The author has also discussed the key issues on the marketing power of the World Wide Web as well as the outstanding marketing benefits it has contributed to business marketing.


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