haku: @author Walsh, G. / yhteensä: 11
viite: 7 / 11
| Tekijä: | Walsh, G. Frenzel, T. Wiedmann, K.-P. |
| Otsikko: | E-Commerce-relevante Verhaltensmuster als Herausforderung fur das Marketing - dargestellt am Beispiel der Musikwirtschaft. |
| Lehti: | Marketing: Zeitschrift für Forschung und Praxis
2002 : VOL. 24:3, p. 207-224 |
| Asiasana: | INTERNET INFORMATION TECHNOLOGY ELECTRONIC COMMERCE MARKETING |
| Kieli: | ger |
| Tiivistelmä: | The widespread access to easily available free products such as music on the Internet clearly has an impact on marketing theory and practice, particularly on E- Commerce. Therefore, the music industry can serve as an example of how consumer behavior has changed and, more specifically, how offline procurement behavior differs from online procurement behavior. Despite the music industry being highly innovative and dynamic, marketing researchers have paid relatively little attention to it. The goal of the present study is to investigate and analyze Internet related consumer music procurement be havior and its effects on traditional music procurement behavior using a sample of more than 4800 Internet users. Implications for marketing research and practitioners are discussed. |
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