ABSTRACT
A business can leverage the potential of the Internet to enhance the effectiveness of its competitive strategy as well as the efficiency of its operations. While the former has received considerable attention in literature, there is a dearth of research on the later. This paper focuses on leveraging the Internet for enhancing the efficiency of a business' marketing operations. We propose an organizing framework that provides insights into opportunities for achieving marketing efficiency gains in the context of the interactivity, personalization and addressability characteristics of the Internet.
K. Kalaignanam, T. Kushwaha and P. Varadarajan
Journal of Business Research
Volume 61, Issue 4, April 2008, Pages 300-308
