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| Tekijä: | Evans, J. King, V. |
| Otsikko: | Business-to-business marketing and the world wide web: planning, managing and assessing web sites |
| Lehti: | Industrial Marketing Management
1999 : JUL, VOL. 28:4, p. 343-358 |
| Asiasana: | INDUSTRIAL MARKETING MANAGEMENT INTERNET |
| Kieli: | eng |
| Tiivistelmä: | Despite the enormous growth of the World Wide Web and the media attention to it, little has appeared in the literature with regard to the role of marketing in developing and administering business-to-business Web sites. This article examines the opportunities and obstacles of inherent with business-to-business Web sites and discusses the process for devising, overseeing, and evaluating such sites. A detailed original Web Site Assessment Tool is introduced, which focuses on five categories: the home page, overall site design and performance, text content, audio-visual elements, and interaction and involvement. |
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