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Title:
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E-MARKETING AND WEBSITE PRACTICES: A STUDY OF SMALL AUSTRALIAN WINERIES |
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Author(s):
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Carmine Sellitto |
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ISBN:
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972-8924-16-X |
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Editors:
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Pedro Isaías, Maggie McPherson and Frank Bannister |
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Year:
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2006 |
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Edition:
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1 |
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Keywords:
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Winery, permission e-marketing, Australia, e-sales, website |
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Type:
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Full Paper |
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First Page:
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328 |
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Last Page:
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335 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This paper reports the electronic marketing and website practices of a group of innovative and early Internet adopting
wineries. The marketing value of the winery website was investigated with best practices identified across four
domains customer information services, customer sales, electronic relationships and website management. The paper
examines the motives behind winery website features and identifies the perceived business benefits resulting from their
implementation. Electronic relationships were also found to be important with the inclusion of reciprocal and/or
synergistic hypertext links on websites being used to foster industry alliances. Other importance issues to be identified
include considering winery domain names as intellectual property and the practical value of implementing a simple/noncomplex
website. In an environment where numerous generic electronic marketing and business models are reported, this
study is significant for its industry specific investigation one that has practical website marketing implications for the
small winery. |
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