The internet application called the world wide Web (WWW) is one of the technological tools that is making a significant impact on marketing. The Internet is a wed of more than 2.2 million computers linked by telephone on more than 32,4000 connected computer networks and is accessible in 135 countries and territories (Kotler, P. 2000). The marketing strategies of click-and-click and brick-and-click organizations differ, with the strategies linked to their different backgrounds. The marketing strategy needed in an online market also differs with one intended for a store front, with different factors becoming important. The factors associated with Internet stores will now be discussed, with these factors linked to the common marketing approaches taken by click-and-click and brick-and-click organizations.
The first characteristic of the Internet store is the importance of the web site. The web site is the basis of the Internet store, with accessibility and ease-of-use determining whether the customer will purchase from the store and return to the store. The web site is the equivalent of a retail store front’s location, if it is easy to get to, customers will be more likely to visi
Greenberg, P.A. (2001). “Brick-and-Click Does Not Mean Overnight Success.” E-Commerce Times. Retrieved October 3, 2002 from the World Wide Web: www.ecommercetimes.com
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