The Impact of Internet Use on Business-to-Business Marketing
Abstract
The Internet has been the favorable theme for numerous studies and reports, during the last decade. Yet, there is a lack of systematic empirical evidence regarding the marketing activities that are affected by the use of the Internet, and their consequent performance outcomes. In this article, we document the role of the Internet in business-to-business marketing and identify market-oriented activities that are affected by the use intensity of...
Paper Details
Title
The Impact of Internet Use on Business-to-Business Marketing
Published Date
Sep 1, 2000
Volume
29
Issue
5
Pages
441 - 459
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