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One to one eMarketing strategy alignment: five internet case studies

Adam, Stewart 2001, One to one eMarketing strategy alignment: five internet case studies, in 2001 A marketing odyssey: AM2001 Academy of Marketing Annual Conference Proceedings, Academy of Marketing, Cardiff, Wales, pp. 2-20.

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Title One to one eMarketing strategy alignment: five internet case studies
Author(s) Adam, Stewart
Conference name Academy of Marketing. Conference (2001: Cardiff, Wales)
Conference location Cardiff, Wales
Conference dates 2-4 Jul 2001
Title of proceedings 2001 A marketing odyssey: AM2001 Academy of Marketing Annual Conference Proceedings
Editor(s) Strong, Carolyn
Publication date 2001
Start page 2
End page 20
Publisher Academy of Marketing
Place of publication Cardiff, Wales
Summary Despite widespread adoption of new online business models and the rise of online or eMarketing using the Internet (Net) and its current graphical face the World Wide Web (Web), there remains a need for empirical research into specific aspects of eMarketing strategy beyond clickthrough analysis, Web audience analysis and scrutiny of Websites properties to mention the most widely examined elements. This paper discusses Peppers and Rogers (1999) OnetoOne strategy matrix and synthesises their approach with a series of personal interviews with business managers, drawn from a broader empirical study. It does so in an endeavour to improve outcomes from eMarketing strategy and the use of individual Net technologies. The aim is to aid both business practitioner and academician alike in further improving the effectiveness and efficiency gained from using converging technologies in eBusiness.
Notes The Tenth Biennial World Marketing Congress / Global Marketing Issues at the Turn of the Millennium
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ISBN 0953730108
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2001, Academy of Marketing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004479

Document type: Conference Paper
Collections: School of Management and Marketing
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