The internet has a lot of potential as a commercial medium. However, managers still don’t have the measuring tool to figure out if Internet marketing will work for their benefits. They have to risk investing on internet marketing and possibly even compromise their other offline marketing methods. This paper, which suggests that the Internet be used like a store front, where goods and services sold online are given directly to the consumers, is written by Melody Kiang, T.S. Raghu and Kevin Huei-Min Shang. You can get the pdf of the behavioral targeting here: Marketing on the Internet – who can benefit from an Online Marketing Approach?