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E-marketing in perspective: a three country comparison of business use of the Internet

journal contribution
posted on 2002-04-01, 00:00 authored by Stewart Adam, R Mulye, K Deans, D Palihawadana
Presents an inter-country comparison of the business use of the Internet as part of a competitive marketing strategy. Firstly, examines online marketing strategy, reporting that the professed benefits from Internet use are mostly illusory, particularly for the small business sector. Next, describes a survey of 400 businesses in Australia and New Zealand plus a questionnaire survey of 140 business-to-business marketing organizations in the UK and compares the results in terms of the strategic function, marketing communication function, marketing logistics function and relationship management function. Discovers that there are both similarities and differences in the way the three countries use the Internet. Reports that the major difference is in the strategic use of the Internet to gain competitive advantage, improve cost-effectiveness and relationship management, with Australian and New Zealand firms using the Internet to communicate with local firms and maintain relationships at a local level to support sales made through traditional channels.

History

Journal

Marketing intelligence & planning

Volume

20

Issue

4

Pagination

243 - 251

Publisher

MCB University Press (Emerald)

Location

Bradford, England

ISSN

0263-4503

eISSN

1758-8049

Language

eng

Notes

Reproduced with the specific permission of the copyright owner.

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2002, MCB UP Limited

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