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Exploratory study into the use of the web as a marketing tool by arts organisations in Vietnam

Le, Huong and Sargent, Jason 2009, Exploratory study into the use of the web as a marketing tool by arts organisations in Vietnam, in ANZAM 2009 : Sustainable management and marketing, Promaco Conventions, [Canning Bridge, W.A.], pp. 1-17.

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Title Exploratory study into the use of the web as a marketing tool by arts organisations in Vietnam
Author(s) Le, Huong
Sargent, Jason
Conference name Australian and New Zealand Academy of Management Conference (23rd : 2009 : Melbourne, Victoria)
Conference location Melbourne, Victoria
Conference dates 1-4 Dec. 2009
Title of proceedings ANZAM 2009 : Sustainable management and marketing
Editor(s) [Unknown]
Publication date 2009
Conference series Australian and New Zealand Academy of Management Conference
Start page 1
End page 17
Total pages 17
Publisher Promaco Conventions
Place of publication [Canning Bridge, W.A.]
Keyword(s) electronic marketing
Summary This paper presents exploratory findings into the use of the web as a marketing tool by arts organisations in Vietnam. The websites of seventeen Vietnamese arts organisations were evaluated to determine current levels of marketing functionality. The findings were analysed from the perspective of the four elements of the marketing mix (price, place, product and promotion). The study found that arts organisations in Vietnam are less sophisticated in using the web as a marketing tool compared with Western counterparts, and that organisation's websites contained basic information catalogues and contact details but limited multimedia functionality. The implications to audience development will be explored through a survey with stakeholders of the seventeen arts organisations in Vietnam as a future research stream.

NB: The terms 'web' and 'Internet' are used interchangeably in this paper.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 1863081577
Language eng
Field of Research 150506 Marketing Theory
Socio Economic Objective 910403 Marketing
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2009, Promaco Conventions
Persistent URL http://hdl.handle.net/10536/DRO/DU:30021791

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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.