Arnold, S.E.: New media marketing : using consumer online services and the Internet to sell (1994)
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- Abstract
- Online information services can be used to sell a wide range of products and services. Overt advertisements like online classified aids and for-free information services that require the user to subscribe to a service have been widely available for decades. More sophisticated marketing has emerged and becoming more important. There are 3 basic online marketing tactics: the library model which features free information; the commercial model where information is offered without charge, but the user is expected to pay for vale-added services; the multimedia model where the freshness of the information service which may be offered free or with a fee lures users to a range of for-fee services. In future, marketing via online services will become increasingly important because the customers attracted to a product offering define themselves as a niche. Competitors may find it more difficult to identify the characteristics of the individuals making up this market segment
