Dutta, Soumitra; Segev, Arie - In: European Management Journal 17 (1999) 5, pp. 466-476
With the aid of a collaborative research study, Soumitra Dutta and Arie Segev look at the ways commercial organizations are exploiting the Internet. They choose the classical strategic marketing model of `4Ps' to underpin the research, augmented with an additional factor -- Customer Relations....