Interactive communication: Consumer power and initiative

Journal of Marketing Communications

Volumn 4, Issue 1, 1998, Pages 1-8

  Raaij, W Fred Van ^a  

^a ERASMUS UNIVERSITY ROTTERDAM   (Netherlands)

Author keywords

Consumer Power; Disintermediation; Interactive Communication; Internet

Indexed keywords

EID: 0002436593     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/135272698345843     Document Type: Article

References (5)

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3. Pieters, R.G.M. and Van Raaij, W.F. (1992) Reclamewerking. Leiden:Stenfert Kroese.
4. Sterne, T. (1995) World Wide Web Marketing:Integrating the Internet into your Marketing Strategy. New York:John Wiley.
5. Van Raaij, W.F. (1993) Postmodern consumption. Journal of Economic Psychology 14, 541-63.