Розничные продавцы товаров и провайдеры услуг: сравнительный анализ коммуникаций с использованием веб-сайтов
Bodkin C.D., Perry M.

Уникальные особенности веб-сайтов;
Разработка гипотез;
Алгоритм проведения исследования;
Результаты;
Обсуждение;
Ограничения и направления дальнейших исследований;

Аннотация

С помощью сайтов розничные продавцы товаров и поставщики услуг могут осуществлять широкий спектр таких маркетинговых коммуникаций, как реклама, стимулирование сбыта, PR и директ-маркетинг. В настоящее время существуют определенные различия в том, как продавцы товаров и услуг, в частности, финансовых услуг, осуществляют маркетинговые коммуникации на физическом рынке. Авторы статьи исследуют, сохраняются ли данные различия между продавцами товаров и поставщиками услуг из различных сфер бизнеса в онлайновой среде.

Журнал: «Маркетинг-дайджест» — №1, 2004 (© Издательский дом Гребенников)
Объем в страницах: 17
Кол-во знаков: около 46,494

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Bodkin Charles D.

Факультет маркетинга Колледжа делового администрирования Belk при Университете Северной Каролины, г. Чарлотт (США).

Другие статьи автора 2

Perry Monica

Факультет маркетинга Колледжа делового администрирования Belk при Университете Северной Каролины, г. Чарлотт (США).

Другие статьи автора 2