Conceptual Frameworks for Analyzing the Impact of the Web on Marketing

Professor John M. McCann
Fuqua School of Business
Duke University
Last updated March 13, 1996

This page contains several frameworks that one can use to analyze and think about how the Internet and the Web will impact the practice of marketing within your firm. This is a topic that is of importance to every company, regardless of its size. The Web has caught the imagination of companies, as evidenced by a recent article in Advertising Age that had the following lead: “Marketers are crowding onto the ‘net as fast as they can, each trying to outdo the other with flashy graphics and deep databases.” (“Marketing Moves on the Internet,” Advertising Age, January 9, 1995, p. 22). However, there is more to the Internet than a home page on the Web, and the challenge for all firms is to think deep and hard about how this new interactive place will impact their businesses.


Stories of how other companies use the Internet and related technologies are provided as a powerful aid to creative thinking.


A list of Web sites that feature interactivity.


Questions are posed about the ‘net to get you thinking about topics that you might pass over.


Perspectives for examing the nature of marketing, particularly for examining the activities and processes associated with marketing management.


Models that break various aspects of marketing into steps, parts, or chunks so that the analyst can examine each one to determine how it could be impacted by the 'net.