Changes on the Electronic Frontier: Growth and Opportunity of the World-Wide Web

Interest in marketing applications pertaining to the Internet has been increasing dramatically. In an earlier work (Freiden and Takacs 1995), the authors proposed that there would be opportunities for an expanded role for promotional activities on the Internet. This paper presents data from a longitudinal analysis of these activities on the World-Wide Web to determine which of these opportunities have been fulfilled. The authors had suggested that the fledgling Web represented a significant opportunity for business, and that some businesses more than others would seize the moment. Research on characteristics of users is discussed, as well as implications for marketing strategies.