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Australian marketing managers’ perceptions of the Internet: A quasi‐longitudinal perspective

Version 2 2024-06-19, 15:11
Version 1 2023-02-06, 03:55
journal contribution
posted on 2024-06-19, 15:11 authored by EKF Leong, MT Ewing, LF Pitt
The Internet is playing an increasingly important role in the marketing activities of organisations across a wide range of industries. While the opportunities afforded by this phenomenon seem readily apparent, there is still much debate and speculation on exactly what impact it will have on marketing. To shed some light on this uncertainty, the present study examines managers’ perceptions of the impact of the Internet on key marketing activities. It employs a quasi‐longitudinal research design involving mail surveys to Australian marketing decision makers. Findings suggest that expectations in 1999 may have been unrealistically optimistic and exaggerated. It would appear that the so‐called “dot.com crash” has led to more realistic and pragmatic expectations among practicing managers in 2001. The study then focuses on differences in perceptions between industries. As expected, divergent views emerge, particularly from within the services sector. Managerial implications are then considered, conclusions drawn and future research directions outlined.

History

Journal

European Journal of Marketing

Volume

37

Pagination

554-571

ISSN

0309-0566

Language

en

Publication classification

C1.1 Refereed article in a scholarly journal

Issue

3-4

Publisher

Emerald

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