Conference paper
E-marketing strategy: An exploratory investigation into Chinese business use of the Internet
Proceedings of the 2006 Australian and New Zealand Marketing Academy Conference, pp.1-6
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2006 (Brisbane, Australia, 04-Dec-2006–06-Dec-2006)
Australian and New Zealand Marketing Academy (ANZMAC)
2006
Abstract
This paper outlines the results of an exploratory survey on the business use of the Internet in China in four areas, including; strategic goals, marketing communications, marketing logistics, and relationship management. The results of this study are then compared to a similar study conducted by Adam, Mulye, Deans and Palihawadana (2002) which described the business use of the Internet in the UK, Australia and New Zealand. The findings of the Chinese study do vary from the earlier Western study but rather than showing any particular advance in eMarketing strategy in the past four years, they highlight a utilitarian approach to the Internet by Chinese businesses who are generally less experienced in brand building and customer relationship management than their Western counterparts. Theoretically this suggest that the use of the Internet by businesses is not solely dependent on technical infrastructure and sophistication but also the diffusion of Internet business strategies and tactics.
Details
- Title
- E-marketing strategy: An exploratory investigation into Chinese business use of the Internet
- Authors
- M Johnson Morgan (Author) - University of Southern QueenslandMeredith A Lawley (Author) - University of the Sunshine Coast - Faculty of BusinessWendy Spinks (Author) - University of the Sunshine Coast - Faculty of Business
- Contributors
- Y Ali (Editor)M van Dessel (Editor)
- Publication details
- Proceedings of the 2006 Australian and New Zealand Marketing Academy Conference, pp.1-6
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2006 (Brisbane, Australia, 04-Dec-2006–06-Dec-2006)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2006
- ISBN
- 1741071593
- Copyright note
- Copyright © 2006 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99449874502621
- Output Type
- Conference paper
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