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| Author: | Clarke III, I. Flaherty, T. B. |
| Title: | Web-based B"B portals |
| Journal: | Industrial Marketing Management
2003 : JAN, VOL. 32:1, p. 15-23 |
| Index terms: | Internet Electronic commerce Business-to-business Marketing strategy |
| Freeterms: | e-commerce Portals WWW |
| Language: | eng |
| Abstract: | A portal development frenzy is sweeping through commerce in an attempt to capture the growing business-to-business Internet market. The authors analyze the development of portals to propose a classification based on the informational/transactional, horizontal/vertical, and public /private dimensions of portals. Clarification of portal dimensions should provide B2B marketing managers with a superior focus in the production of efficient portal strategies for achieving business objectives. Strategic implications for acquiring and maintaining users and a five-step approach for developing an effective B2B portal strategy are presented. |
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