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Type: Conference paper
Title: Time as a factor in the firm adopting and realising benefits from internet marketing
Author: Goodman, S.
Citation: Australian and New Zealand Marketing Academy Conference 2003 Proceedings, 2003.
Publisher: ANZMAC
Publisher Place: Adelaide
Issue Date: 2003
Conference Name: Australia and New Zealand Marketing Academy Conference (2003 : Adelaide, S.A.)
Statement of
Goodman, S.
Abstract: This paper presents empirical results that suggest time is not necessarily the driving factor for either the extent to which firms have adopted the internet into marketing activity or the extent to which they benefit from internet marketing activity. Research was conducted amongst 800 firms to gauge impact of the length of time the firm has had an internet connection or a website and the benefits the firm perceives to have received from internet marketing. It appears that the length of time with either internet connection or website has little impact on the extent to which the firm uses the internet for marketing or on the benefits the firm has received from using the internet. This paper is intended to show that simply having the internet or a web site is not enough to benefit the firm, but that ‘how’ the internet is used may be the difference in generating beneficial outcomes for marketing. Implications of this are outlined for research, practitioners and educators.
Keywords: internet marketing
competitive benefit
Rights: Copyright status unknown
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Appears in Collections:Aurora harvest 5
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