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E-marketing in perspective: a three country comparison of business use of the Internet

Adam, Stewart, Mulye, Rajendra, Deans, Kenneth and Palihawadana, Dayananda 2002, E-marketing in perspective: a three country comparison of business use of the Internet, Marketing intelligence & planning, vol. 20, no. 4, pp. 243-251.

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Title E-marketing in perspective: a three country comparison of business use of the Internet
Author(s) Adam, Stewart
Mulye, Rajendra
Deans, Kenneth
Palihawadana, Dayananda
Journal name Marketing intelligence & planning
Volume number 20
Issue number 4
Start page 243
End page 251
Publisher MCB University Press (Emerald)
Place of publication Bradford, England
Publication date 2002-04
ISSN 0263-4503
Keyword(s) Australia
internet
marketing strategy
New Zealand
United Kingdom
Summary Presents an inter-country comparison of the business use of the Internet as part of a competitive marketing strategy. Firstly, examines online marketing strategy, reporting that the professed benefits from Internet use are mostly illusory, particularly for the small business sector. Next, describes a survey of 400 businesses in Australia and New Zealand plus a questionnaire survey of 140 business-to-business marketing organizations in the UK and compares the results in terms of the strategic function, marketing communication function, marketing logistics function and relationship management function. Discovers that there are both similarities and differences in the way the three countries use the Internet. Reports that the major difference is in the strategic use of the Internet to gain competitive advantage, improve cost-effectiveness and relationship management, with Australian and New Zealand firms using the Internet to communicate with local firms and maintain relationships at a local level to support sales made through traditional channels.
Notes Reproduced with the specific permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2002, MCB UP Limited
Persistent URL http://hdl.handle.net/10536/DRO/DU:30001661

Document type: Journal Article
Collections: School of Management and Marketing
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