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Marketing readiness of websites and organisational performance in Australia and New Zealand: a discussion of pre-test findings

Adam, Stewart and Shaw, Robin 2004, Marketing readiness of websites and organisational performance in Australia and New Zealand: a discussion of pre-test findings, in AusWeb X : the challenge of integration as the web moves into its second decade, Southern Cross University, Lismore, N.S.W., pp. 25-35.

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Title Marketing readiness of websites and organisational performance in Australia and New Zealand: a discussion of pre-test findings
Author(s) Adam, Stewart
Shaw, Robin
Conference name Australian World Wide Web. Conference (10th: 2004: Gold Coast, Queensland)
Conference location Gold Coast, Queensland
Conference dates 3-7 Jul. 2004
Title of proceedings AusWeb X : the challenge of integration as the web moves into its second decade
Editor(s) Treloar, Andrew
Ellis, Allan
Publication date 2004
Conference series Australian World Wide Web Conference
Start page 25
End page 35
Total pages 11
Publisher Southern Cross University
Place of publication Lismore, N.S.W.
Keyword(s) market orientation
marketing readiness of website indicator (MRWI)
organisational performance
marketing concept
Summary The Web played a role in the burst of economic activity that occurred in the late 1990s that saw company values dramatically rise and fall, business and government processes reshaped, traditional marketing media challenged, and much written concerning the benefits to customers from the adoption of what was initially termed e-commerce. Initial empirical studies of Australian and New Zealand business and government use of the Web found that while the Web was used for marketing communication, it was not as favoured as trade press reports suggested as a marketing transaction channel, nor for relationship management. This paper, which reports the findings of a pre-test of the self-administered online questionnaire stage of a three-phase study, suggests that little has changed in organisational use of the Web in Australia and New Zealand since the late 1990s, even among high network traffic organisations. The pre-test findings reported do not present a clear picture concerning the influence of strategic use of traditional and online marketing mix elements on organisational performance. Analysis employing a Marketing Readiness of Website Indicator (MRWI) content analysis tool is shown not to predict organisational performance as hypothesised.
Notes
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ISBN 0975164422
9780975164426
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2004, Southern Cross University
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005394

Document type: Conference Paper
Collections: School of Management and Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.