| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 9734873 | International Journal of Information Management | 2005 | 11 Pages |
Abstract
This study seeks to identify the extent of usage and perceived effectiveness of various online marketing tools among Business-to-Consumer (B2C) firms in Singapore. The findings reveal that there are some significant differences between the extent to which websites utilize the various online marketing tools and the perceived effectiveness of such tools. Implications of the results are discussed and the results should be useful in helping B2C firms decide on the appropriate marketing tools to implement.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Management Information Systems
Authors
Thompson S.H. Teo,