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

Abstract

The authors discuss the motivations for this special issue and propose a conceptual frameworkpertaining to the issue’s theme. Using this frameworkas 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.