Marketing to and serving customers through the internet: An overview and research agenda

A. Parasuraman, George M. Zinkhan

Research output: Contribution to journalReview article

177 Scopus citations


The authors discuss the motivations for this special issue and propose a conceptual framework pertaining to the issue's theme. Using this framework as a backdrop, they then offer an overview of the remaining articles by segmenting them into categories and discussing their relationship to the framework. They conclude by highlighting research avenues for augmenting our understanding of marketing to and serving customers through the Internet.

Original languageEnglish (US)
Pages (from-to)286-295
Number of pages10
JournalJournal of the Academy of Marketing Science
Issue number4
StatePublished - Sep 1 2002


ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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