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

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conference contribution
posted on 2004-01-01, 00:00 authored by Stewart Adam, Robin Shaw
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.

History

Title of proceedings

AusWeb X : the challenge of integration as the web moves into its second decade

Event

Australian World Wide Web. Conference (10th: 2004: Gold Coast, Queensland)

Pagination

25 - 35

Publisher

Southern Cross University

Location

Gold Coast, Queensland

Place of publication

Lismore, N.S.W.

Start date

2004-07-03

End date

2004-07-07

ISBN-13

9780975164426

ISBN-10

0975164422

Language

eng

Notes

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 drosupp@deakin.edu.au

Publication classification

E1 Full written paper - refereed

Copyright notice

2004, Southern Cross University

Editor/Contributor(s)

A Treloar, A Ellis

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