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An exploration of the marketing readiness of websites

Adam, Stewart, Bednall, David and Fitzgerald, David 2006, An exploration of the marketing readiness of websites, in ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings, Queensland University of Technology, School of Advertising, Marketing and Public Relations, Brisbane, Qld., pp. 1-7.

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Title An exploration of the marketing readiness of websites
Author(s) Adam, Stewart
Bednall, David
Fitzgerald, David
Conference name Australian & New Zealand Marketing Academy Conference (2006 : Brisbane, Queensland)
Conference location Queensland University of Technology, Gardens Point Campus, Brisbane
Conference dates 4-6 December 2006
Title of proceedings ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings
Editor(s) Ali, Yunus
van Dessel, Maria
Publication date 2006
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 7
Publisher Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication Brisbane, Qld.
Keyword(s) marketing readiness of websites indicator (MRWI)
online marketing communication
online marketing channels
online relationship management
Summary The aim of the reported study was to assess the marketing readiness of websites using a tool developed from studies in the late 1990s. The research hypotheses suggest that, in line with earlier studies, government websites are more marketing ready than commercial service organisation sites in Australia. The paper reports findings that commercial service organisation websites are not as marketing ready as might be expected. The research hypotheses are partially supported in that Victorian local government websites show evidence of more sophisticated marketing capability than those of commercial service organisations in Australia and that the service organisations sampled are less likely to employ the Web as a marketing channel than local government.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 1741071593
9781741071597
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2006, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30006114

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