Title:	INTERNATIONAL REALITY OF INTERNET USE AS MARKETING TOOL
Author(s):	Teresa Borges Tiago , João Pedro Couto , Ascenção Braga
ISBN:	972-8924-19-4
Editors:	Pedro Isaías, Miguel Baptista Nunes and Inmaculada J. Martínez
Year:	2006
Edition:	V I, 2
Keywords:	Internet Marketing, Information and Communication Technologies.
Type:	Full Paper
First Page:	417
Last Page:	425
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	This paper analyzes the factors that are associated with success in using the Internet as a marketing tool. We administered a questionnaire to companies on three continents, considering six levels, which range from financial results and customer relations to buying efficiency. We divided the companies into three groups using cluster analysis and tested the nature of the companies in each group on two levels, one regarding firm’s characteristics and another considering the approach that firms took in the use of the Internet marketing tools. The results show that the benefits vary according to the way the Internet application are explored; that commitment level can affect the results and the impact is superior in the companies that explore the Internet potentialities in a wider perspective. These results demonstrate that the Internet is not only a means of sales promotion, but also relationship management and that companies who invest in an integrated perspective are more successful. As limitations of the study we consider the need for more research into the types of company activities that use the Internet as a fundamental component of the business. This paper contributes to the research on this topic with new evidence in a broad geographic sample.
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