Goods retailers and service providers: comparative analysis of web site marketing communications
نویسندگان
چکیده
Retailers may engage in a range of marketing communications on their web sites. Our content analysis of web sites for 152 Fortune 500 retailers showed that more profitable retailers were more likely to use company specific, shareholder, web specific and customer service elements. We also found differences in the use of advertising, shareholder, company specific and web specific elements among goods, financial and services retailers. r 2003 Elsevier Science Ltd. All rights reserved.
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