کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018924 940375 2008 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Marketing operations efficiency and the Internet: An organizing framework
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Marketing operations efficiency and the Internet: An organizing framework
چکیده انگلیسی

A business can leverage the potential of the Internet to enhance the effectiveness of its competitive strategy as well as the efficiency of its operations. While the former has received considerable attention in literature, there is a dearth of research on the later. This paper focuses on leveraging the Internet for enhancing the efficiency of a business' marketing operations. We propose an organizing framework that provides insights into opportunities for achieving marketing efficiency gains in the context of the interactivity, personalization and addressability characteristics of the Internet.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 61, Issue 4, April 2008, Pages 300–308
نویسندگان
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