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Marketing by Geoff Lancaste, Paul Reynolds

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18

The use of Internettechnology inmarketing

18.1 Introduction

Today, technology is all around us and influences every area of our lives. This is particularly true of computer-based technology. In this chapter we shall be looking at developments such as the World Wide Web, the Internet, e-commerce in general, databases and their application such as data mining and data fusion, and the way these new developments and techniques have changed the face of marketing practice over the last 10 years. The Internet (or simply the Net) is a vast and continually growing web of computer networks that links computers around the world. The World Wide Web (or simply the Web) is a development of the Internet where the accessing of information is user friendly. ...

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