Role of the web in marketing and organisational performance

Adam, Stewart. 2004, Role of the web in marketing and organisational performance, Ph.D. thesis, Deakin Business School, Deakin University.

Title Role of the web in marketing and organisational performance
Author Adam, Stewart.
Institution Deakin University
School Deakin Business School
Faculty Faculty of Business and Law
Degree name Ph.D.
Date submitted 2004
Keyword(s) Electronic commerce
Internet marketing
Organizational effectiveness
Summary This doctoral study makes a unique contribution by examining both the integration of the Web in marketing, and the influence of this integration on organisational performance. The findings support the view that the marketing function adds value to organisations, but that the Web is not as fully utilised as it might be in Australasia.
Language eng
Description of original xiii, 316 leaves + appendices ; 30 cm.
Dewey Decimal Classification 658.802
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