Internet marketing research (1987-2000) : a literature review and classification

This paper presents a literature review of, and classification scheme for, Internet marketing (IM) research. The review covers 270 journal articles published between 1987 and 2000 in three types of journals: marketing; economics, business and management; and information systems and information technology. The results show that an increasing volume of IM research has been conducted in a diverse range of areas. A total of 96 percent of the papers were published in the last five years (1996‐2000) of this 14‐year study, and the significance of IM to e‐commerce will increase in the future. The 270 articles are classified into five distinct categories: the IM environment, IM functions, special IM applications, IM research, and other topics. A comprehensive list of references is presented. This review will provide a source for anyone interested in IM research, and will help to simulate further interest in the area.