haku: @indexterm Industrial marketing / yhteensä: 439
viite: 89 / 439
| Tekijä: | Berthon, P. |
| Otsikko: | The World Wide Web industrial marketing communication tool: models for the identification and assessment of opportunities |
| Lehti: | Journal of Marketing Management
1998 : VOL. 14:7, p. 691-704 |
| Asiasana: | MARKETING MODELS INDUSTRIAL MARKETING |
| Kieli: | eng |
| Tiivistelmä: | This paper discusses the role of World Wide Web as communication tool for industrial marketers and its position in the business-to-business promotional mix. Using the well-known industrial marketing concepts of purchasing decision processes and hierarchy of effects models, it introduces a conceptual framework for measuring the efficiency of a Web site. Examples are given of both large and small industrial marketers who are currently using their Web sites to achieve these effects. |
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