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Chapter 2. The Commerce Value Chain > Marketing on the Internet

Marketing on the Internet

Many people are attracted to Internet commerce because the Internet offers a new way of marketing. Although this book is not about marketing on the Internet, this section describes a few of the relevant concepts and issues. Over the past few years, the hype about marketing on the Internet has swung between two extremes: the Internet is a completely new and different medium for marketing, or it's just another medium like print or television. Another aspect of marketing on the Internet is the combination of communications with other recent applications of technology to marketing, such as the use of very large databases with extensive information about demographics and transactions.

The Internet Is Different from Other Media

One of the most important properties of the Internet is that everyone can be a publisher, reaching the same worldwide audiences that giant media conglomerates reach. More than anything else, this property defines how the Internet is different from other media. The telephone allows one to call one person at a time, limiting (in time) the number of people one can reach. Using a telephone also requires both people to be available to talk at the same time. Traditional mass media, such as dnewspapers, dmagazines, and television, reach large audiences, but the ability to do so is limited, either by the availability of scarce resources such as available television channels, or simply by the investment required to create and distribute the medium.


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