Sen, Shahana; Padmanabhan, Balaji; Tuzhilin, Alexander; … - In: European Journal of Marketing 32 (1998) 7/8, pp. 688-702
Investigates the information needs of marketers on the WWW for consumer analysis purposes, and examines how these can be met. Begins by briefly highlighting the attractiveness of the Web as a medium for communication. Next, summarizes the bases for consumer analysis and segmentation in the...