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| Author: | Watjatrakul, B. Drennan, J. |
| Title: | Factors affecting e-mail marketing sourcing decisions: a transaction cost perspective |
| Journal: | Journal of Marketing Management
2005 : SEP, VOL. 21:7 - 8, p. 701 - 723 |
| Index terms: | uncertainty marketing strategy outsourcing |
| Freeterms: | specificity transaction cost perspective |
| Language: | eng |
| Abstract: | For e-business the strategy of electronic marketing is very important, but only few studies have considered the decisions of insourcing/outsourcing of these marketing activities. This article concentrates on e-mail marketing and applies a seven function categorization of the activities. The activities include: designing, building, testing, deploying, tracking, reporting, and analyzing. With the help of transaction cost theory the insourcing/outsourcing decisions were predicted for each of the mentioned activities. Then case studies were used to examine the issue further. The results indicate that tacit knowledge and specific skills are dominant factors for sourcing decisions and they overpower the influence of uncertainty. Further, companies seem to consider outsourcing option for each function individually, and not to the e-mail marketing as a whole. |
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