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With few notable exceptions, less attention has been given to the Web as a potential distribution channel. However, the Web provides direct marketers with the opportunity to exploit various international markets (Harsh 1998)
Overall, the Web is best conceptualized as a developing marketing channel that transcends national boundaries and encompasses elements of informing, investigating, interacting, distribution, transacting, eliciting feedback, and supporting. In the pre-purchase stage, the Web can be used to investigate (e.g., conduct market research into consumer attitudes, needs, and wants; monitor competitors; benchmark other service organizations), for which the flow of information is primarily toward the service provider, and inform (promote, position, advertise, and inform consumers of the service and its options), for which information flows toward the consumer...
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