Please use this identifier to cite or link to this item:
https://www.um.edu.mt/library/oar/handle/123456789/22059| Title: | Industrial marketing and the internet : framework for assessing communication strategies |
| Authors: | Krepapa, Areti Berthon, Pierre Pitt, Leyland F. Caruana, Albert |
| Keywords: | Industrial marketing Electronic commerce Electronic mail marketing |
| Issue Date: | 2003 |
| Publisher: | Emerald Publishing Limited |
| Citation: | Krepapa, A., Berthon, P., Pitt, L., & Caruana, A. (2003). Industrial marketing and the Internet : framework for assessing communication strategies. Journal of Asia Pacific Marketing, 2(2), 1-21. |
| Abstract: | This paper discusses the role of the Web as a strategic communication tool for industrial marketers and its position in the business-to-business communication mix. Using the concepts of purchasing decision processes and hierarchy of effects models, the paper adapts the framework for the measurement of consumer web site efficiency developed by Berthon et al. (1996) to the industrial marketing setting. Examples are given of both large and small industrial organisations that are currently using their Web sites to achieve these objectives. The strategic implications of the framework and model are discussed. |
| URI: | https://search.proquest.com/docview/216228154?accountid=12180 https://www.um.edu.mt/library/oar//handle/123456789/22059 |
| Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 2003 JAPM 2(2) .pdf | 3.98 MB | Adobe PDF | View/Open |
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