Abstract:
Purpose – The purpose of this paper is to provide a clear understanding of the performance of business-to-business (B2B) e-marketplace in conducting e-marketing in the global business environment. The proposed framework is intended to be used as a guide for B2B firms especially small and medium sized enterprises (SMEs) who wish to adopt a proactive approach in the use of information and communication technology for business efficiency and competitive advantage, and those who wish to explore the internet technologies for marketing activities.
Keywords: Small to medium-sized enterprises, Business-to-business marketing, Marketing, Internet, Communication technologies, Competitive advantage
Author(s): Woon Kian Chong, Mathew Shafaghi, Christopher Woollaston and Vincent Lui
Source: Marketing Intelligence & Planning. Vol. 28 No. 3, 2010
Subject: مدیریت بازاریابی
Category: مقاله مجله
Release Date: 2010
راهنمای استفاده
فایل pdf کل مقاله از نشریه معتبر الزویر
محتوای فایل دانلودی
متن کامل مقاله علمی
Marketing Intelligence & Planning
Vol. 28 No. 3, 2010
pp. 310-329