ABSTRACT
Chapters 10 and 11 focused on the dual roles of the Internet as a source of information and as a channel for delivering content. This chapter is focused on the role of the Internet as a vehicle for communicating content, through the channel infrastructure of the network. We consider the nature of communication, and the impact of the Internet on the interactions between buyers, sellers, and content that is the basis for communication. Different forms of communication enabled by the Internet are discussed, as are the impacts of these forms on aspects of business activity. Issues raised by the role of the Internet as a communications resource are considered for each of the four perspectives.
