Survival of the Focused: Using Research to Build Effective Online Relationships

This paper briefly describes why the Internet is important to marketers. It then discusses the need for effective research to create effective online relationships between companies and their customers.

Survival of the Focused: Using Research to Build Effective Online Relationships

Alex Johnston Research International, UK

INTRODUCTION

The World Wide Web was invented in 1991 by Tim BernersLee at CERN in Switzerland. The Internet did exist before this, however it was the emergence of the Web that really established the Internet as the phenomenon it is today. The creation of the Web meant that the interface between humans and the Internet was considerably easier to use and could support graphics, which meant that its usefulness as a communications vehicle made a great leap forward.

Recognition and adoption of the...

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