Web Sites of Fortune 500 Goods Retailers and ServiceProviders: Lavish or Limited Marketing Communications?
نویسنده
چکیده
Rapidly increasing household Internet penetration underscores the potential for using corporate web sites to communicate with new and existing customers. Via their web sites, retailers may engage in a range of marketing communications, such as advertising, sales promotion, and public relations. Our content analysis of web sites for 152 Fortune 500 goods retailers and service providers showed that few use the full range of marketing communications tools on-line. Analysis of differences indicated that some aspects of web site marketing communications differ based on firm characteristics, such as net income and industry affiliation.
منابع مشابه
Goods retailers and service providers: comparative analysis of web site marketing communications
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 g...
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