MARKETING INDUSTRIAL-PRODUCTS ON THE INTERNET

Electronic media, such as the World Wide Web, are playing an increasin gly important role in the global commerce of industrial firms. This ar ticle examines the experiences of three industrial companies that adop ted a Web strategy and identifies lessons learned in the process. Base d on these experiences, managers are provided guidelines for enhancing the successful implementation of the Internet into their firm's day-t o-day operations. (C) 1998 Elsevier Science Inc.