University of Wolverhampton
Browse
Collection All
bullet
bullet
bullet
bullet
Listed communities
bullet
bullet
bullet
bullet
bullet
bullet
bullet
bullet
bullet
bullet
bullet
bullet
bullet

Wolverhampton Intellectual Repository and E-Theses > Business School > Management Research Centre  > Making Business-to-Business International Internet Marketing Effective: A Study of Critical Factors Using a Case-Study Approach

Please use this identifier to cite or link to this item: http://hdl.handle.net/2436/26512
    Del.icio.us     LinkedIn     Citeulike     Connotea     Facebook     Stumble it!



Title: Making Business-to-Business International Internet Marketing Effective: A Study of Critical Factors Using a Case-Study Approach
Authors: Eid, Riyad
Elbeltagi, Ibraheem
Zairi, Mohamed
Citation: Journal of International Marketing, 14(4): 87-109
Publisher: American marketing association
Journal: Journal of International Marketing
Issue Date: 2006
URI: http://hdl.handle.net/2436/26512
DOI: 10.1509/jimk.14.4.87
Additional Links: http://www.atypon-link.com/AMA/doi/abs/10.1509/jimk.14.4.87
Abstract: The recent phenomenal growth in business activities dependent on the Internet has demonstrated that various potential advantages could be derived from using information and communication technology platforms. The Internet has enabled firms to reach out to global markets and has provided them with the opportunity to customize their strategies and offerings in an unprecedented way. These recent developments provide an exciting opportunity for research to study the dynamics involved in international Internet marketing (IIM) and, in particular, to examine closely the factors that could influence success in using this new technology for IIM activities. Using a business-to-business context and a multiple-case-study approach, this article focuses on two main areas of study: (1) the critical examination of the literature and identification of the most important factors that have a significant influence on business-to-business IIM and (2) the first-hand verification of how the identified factors are implemented in various organizational contexts.
Type: Article
Language: en
Keywords: Internet-based marketing
Business-to-Business marketing
International marketing
Multiple case design
Market orientation
Critical success factors
B2B marketing
ISSN: 1069031X
15477215
Appears in Collections: Management Research Centre

Files in This Item:

There are no files associated with this item.



All Items in WIRE are protected by copyright, with all rights reserved, unless otherwise indicated.

 

Fairtrade - Guarantees a better deal for Third World Producers

University of Wolverhampton, Wulfruna Street, Wolverhampton, WV1 1LY

Course enquiries: 0800 953 3222, General enquiries: 01902 321000,
Email: enquiries@wlv.ac.uk | Freedom of Information | Disclaimer and copyright | Website feedback | The University as a charity

OR Logo Powered by Open Repository | Cookies