Marketing and the Internet

Readings and Examples

Last Updated: April 1, 1997
The recommended readings are divided into two parts, readings that are relevant for the entire class, and readings that are relevant to each week's class session. I will assign readings each week for the following session. I will assume that all assigned readings have been read. Each week's class session also includes examples that will be covered in class.

Readings for the entire class

  • Advertising Age - Articles and Opinions
    These online articles are from the interactive section of Advertising Age. A good way to keep current with what the players are doing.
  • Advertising Age - CyberCritiques
    Take a look at what Advertising Age says about selected marketing web-sites.
  • News.Com
    Another excellent way to keep current! Not only do they produce their own articles, they also have a section on other articles from around the web.
  • WebWeek
    Yet another good resource as to what is going on in this dynamic environment!
  • Project 2000, Vanderbilt University, Owen graduate School of Management
    An excellent site for a lot of online marketing information.
  • Web Marketing Today, Wilson Internet Services (Archive)
    A tri-monthly webzine that has interesting articles on the practical application of web marketing for small businesses.
  • HotWired

    HTML Guides

  • NCSA -A Beginner's Guide to HTML
  • The Bare Bones Guide to HTML


  • CopyRight Free Graphics (Thanks Jason Miller)

    Readings by class session

    Session 1
  • Demystifying the Internet, University of Delaware, College of Business and Economics
    This guide gives an overview of the various internet tools (Email, trn, web etc.), tutorials as well as business uses of the tools.
  • Internet Domain Survey, Network Wizards, January 1997
    The number of hosts and domains advertised in the DNS.
  • A Brief History of HTML, University of Georgia, The College of Family and Consumer Science
    A look at the history of HTML.
  • ISPs hold on to their market,, February 1997
    Reports that ISPs are still growing despite the threat of telephone companies.

    Session 2

  • CyberAtlas
    Gives a good overview of various internet survey results, and includes current articles on marketing and the internet.
  • GVU's WWW User Surveys Graphics, Visualization and Usability, Georigia Institute of Technology
    Six surveys, conducted from January 1994 to October 1996. Questions with regard to:
    General Demographics, Advertising, Web/Internet Use, Transaction Security, political Opinions, Purchasing Behavior, Data Privacy, Information Gathering, Content Authoring, Opinions of Vendors, Webmasters and Service Providers. Surveys will be completed every six months, April 10th and October 10th.
  • CommerceNet/Nielson Internet Demographics Recontact Study, March/April 1996
  • Internet and Web Use in the United States: Baselines for Commercial Development, Project 2000, Vanderbilt, July 1996
    Compares current surveys, investigates the methodogy and rationalizes discrepancies.
  • Online and Internet Statistics reality Check, '96
    A look at various studies and various numbers!
  • PC - Meter, The NPD Group Inc.
    Various reports regarding the most popular web-sites determined by the number of visitors.
  • Latest IntelliQuest Survey Summary, IntelliQuest, February, 1997
    47 Million American Adults on the Internet/On-line Services in the Fourth Quarter 1996, 34% Growth from the First Quarter
  • Not Quite Magic, The Economist, February 22, 1997
    Dicusses the World Trade Organization's (WTO) brockered agreement between 69 countries to open up the telecom markets to competition.
  • Society's Digital Divide,, March 14, 1997
    Discusses the widening gap between the have's (net access) and the have nots.

    Session 3

  • Madalyn, University of Delaware
    A web research page.
  • TPC Ltd. Case, Florida State

    Session 4

  • Why the Web?, Cybersolver, January 1997
    An article describing the unique features of the web.
  • Analyzing Your Web-Site Traffic, Web Marketing Today, November 4, 1996
    Discussion on how to effectively look at traffic coming to your web-site.
  • Virtual Log, site statistics example
    Use Virtual log to gather web-site traffic data from remote hosts.
  • Online users go for facts over fun, Advertising Age, October 1996
    Looks at why users access the web.
  • Beyond Browsing--Offline Web Agents
    A list of agents that can be used for browsing offline.
  • San Phillipa Herald Case, Florida State
  • The Electric Gallery Case, Cox School, SMU

    Sessions 5 and 6

  • New Metrics for New Media: Toward the Development of Web Measurement Standards, Project 2000, September 1996
    Looks at current business models for WWW, discusses advertising banners, and advertising terms.
  • Advertising Webonomics 101, Wired Article
    Investigates business models for the web.
  • Web subscriptions not viable yet, Dallas Morning News, March 10, 1997
    Looks at the WWW publishing business models.
  • Web Ads mark 2nd birthday with decisive issues ahead, Advertising Age, October 1996
    A commentary of the "history" of ad banners and future projections.
  • Need to boost Clickthrough Rates on Your Ads? Advice From Some ExpertsWebWeek, October 1996
    Discusses best placement of advertising banners.
  • Study Shows Big Jump in Online Advertising, WebWeek, March 24, 1997
    Looks at the growth in online advertising revenue from 1995 to 1996 and who received it and paid it.
  • Firms Battle Cyber Critics, CNNfn, February 1997
    Discusses consumers ability to use the web to communicate problems with corporate, a new form of consumer power!
  • Surfing for Points, WebWeek, February 17, 1997
    Discusses players that have developed incentive schemes for surfers.
  • Will 'push' pan out?Computer World, February 1997
    Looks at push technologies and how they are useful for intranets.
  • Dell, customer service example
  • Federal Express, customer service example
  • Intel, customer service example
  • Microsoft, customer service example
  • United Parcel Services, customer service example
  • Intranet, SGI
  • Intranet, Sun
  • Coca Cola, promotion example
  • Dole, promotion example, sponsoring health issues
  • Ford, promotion example
  • Godiva, promotion example
  • Sony, promotion example

    Sessions 7 and 8

  • OnLine Retailing, Cybersolver Article, January 1997
    This article gives an overview of the current issues in online retailing.
  • The Birth of Digital Commerce, Fortune, December 1996
    Looks at issues as related to online commerce
  • Engines of Commerce,, 1997
    This article looks at current competing infrastructures for electronic commerce, and ISPs potential role.
  • Growing Net Usage Fuels E-Commerce, News.Com, January 27, 1997
    Gives an overview of a survey conducted by International Data Corporation. The survey predicts rapid growth worldwide in internet use and commerce.
  • On-Line Transactions: Who Gets Paid,, February 14
    Discusses areas where E-commerce makes sense.
  • PC Week's Top Ten E-Commerce Sites, PC Week, January 1997
    A review of 10 sites that PC Week has identified as making good use of electronic commerce.
  • Michael Dell: Whirlwind On The Web, Business Week, March 27, 1997
    Looks at Dell's success in using WWW as a transactional medium in the direct marketing of computers.
  • Sideshow or Big Tent?,, March 28, 1997
    Looks at online transactions, explaining that business-to-business market is more popular than the retail market (and will remain so).
  • Future Cash, Computer World, 1997
    A good overview of various on-line payment schemes.
  • CyberCash, First Virtual lose big,, January 31, 1997
    Covers WallStreet's assessment of the two companies.
  • Most Surfers fear revealing too much on Web, USA Today, March 27, 1997
    A survey discussing fears from online users and what is being done (eTRUST etc.)
  • The Future? Smart Cards Get New Life As Net Ids, WebWeek, February 1997
    Looks at the use of cryptography-enabled smart cards in the near future.
  • Shall We Dust Moscow? Survey for Internet Security
    This survey demonstrates the insecurity of the internet.
  • Who's Reading Your Email, Fortune Article, February 3, 1997
    This article looks at examples of the insecurity of the internet. It makes recommendations regarding internal firewalls, moving firewalls and internal encryption.
  • Electronic Commerce, SGI
  • CyberCash Inc., payment example
  • DigiCash Inc., payment example
  • Open Market Inc., payment example
  • First Virtual Holdings Inc., payment example
  • eShop, online retail example
  • L.L. Bean, online catalog example
  • Books, online retail store example
  • CD Now, online retail store example
  • Halfsed Clothing Case, Florida State
  • CD Now Case, Florida State

    Session 9

  • How to Market a Web-site, Cybersolver Article, January 1997
    This article gives an overview of this issues involved in promoting a web presence, both on- and off-line.
  • Can You Trust Your Search Engine?, CNet
    Some excellent tips and examples of how to "work" the search engines and how the search engines are "working" you!
  • How to Promote Business Web Sites, by Jim Rhodes
    This article focuses on how search engines work.
  • Frederick's House of Bikes Case, Florida State

    Session 10

  • A Framework For Global Electronic Commerce, December 11, 1996
    Issues regarding implementing a truly global commerce system.
  • Free ISPs court marketers, Advertising Age, February 17, 1997
    Looks at a business model for ISPs. Consumers get online for free, the time is paid by marketers who sell advertisements on the service.
  • ISPs in unlimited access bind,, February, 1997
    Looks at issues involved in using a flat-fee charge for unlimited access.
  • Hotwired Research: Advertising Effectiveness Study, HotWired, 1996
  • Smart ads leave the concept of linking behindAdvertising Age, February 1997
    Looks at how consumers can interact with ads without leaving the host site.
  • Improving Pop-Up Ads, WebWeek, March 1997
    Discusses ads that appear when the browser navigates from one page to another.
  • When Shove Comes To Push, PC Week, February 1997
    Looks at the marketplace for "push" technologies.
  • PointCast fortifies "push" lead,, April 23, 1997
    Examines PointCasts lead in push technology, also discusses a rating system for the web.
  • Push Comes to Shove,, April 10, 1997
    Looks at the players in the push market, distinguishes between technology providers and content providers.
  • A Way Out Of The Web Maze, Business Week , March 7, 1997
    Cover story on the value of push technology on WWW, also looks at use for intranets and has a focus on Point Cast.
  • The Day The Browser Died, ZDNet, March 14, 1997
    Discusses new standards that bring to question the longevity of the browser.
  • PointcastPC Push, example
  • Millicent, Digital's Microcommerce System, Digital article
    As a microcommerce system, Millicent is designed to support purchases costing fractions of a cent.
  • Weighing the case for the network computer, The Economist, January, 1997
    Compares the advantages and disadvantages of the Network Computer and the PC.
  • NetPC: Panacea for computing?,, March 21, 1997
    Looks at NetPCs (Wintel), how they differ from network computers (NCs) and regular PCs.
  • The Oracle Network Computer
  • An Agent of Change, Andersen Consulting
    How will intelligent agents change online retailing?
  • Commercializing of the World Wide Web: The Role of Cookies, Project 2000 Vanderbilt University
    Discusses Cookies and their implications for web marketers.
  • Group opposes cookie, April 22, 1997
    Another look at the privacy issues as industry supports cookies.
  • Surfer tracking limits applauded,, April 7, 1997
    Looks at privacy issues with regard to cookie technology.
  • Netspeed at Netscape, Business Week, February 10, 1997
    Looks at Netscapes meteoric rise, Microsoft's response and issues for the future.
  • The Salieri Syndrome,, 1997
    Looks at the founder of WebTV, Steve Perlman, and WebTV as a new medium.
  • Cyberspaces: Familiar Territory and Lawless Frontiers, Ann Branscomb, Harvard University
  • Recommendations for the Evolution of Cyberlaw, Kirsh, Phillips and McIntyre and Amrican Online
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