The Internet for the rest of us: Marketing on the World Wide Web.

SelectedWorks Author Profiles:

Thomas L. Ainscough

Document Type


Publication Date


Date Issued

January 1996

Date Available

December 2011


Excerpt: "The purpose of this article is twofold. First, we briefly explain what the Internet, and specifically the World Wide Web, is and what it has to offer the business community. Second, we present a typology which describes four ways in which the World Wide Web can serve as a marketing tool. This typology is used to illustrate the variety of ways in which businesses can make use of the World Wide Web to create a competitive advantage over the flood of other companies moving to this new promotion medium."


Abstract only. Full-text article is available only through licensed access provided by the publisher. Published in Journal of Consumer Marketing, 13(2), 36-47. doi: 10.1108/07363769610115393 Members of the USF System may access the full-text of the article through the authenticated link provided.




MCB University Press

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.