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Title:
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INTERNET MARKETING USES IN 500 BIGGEST EUROPEAN COMPANIES |
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Author(s):
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Teresa Borges Tiago , Flavio Borges Tiago , João Pedro Couto , José Cabral Vieira |
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ISBN:
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972-8924-09-7 |
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Editors:
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Nuno Guimarães, Pedro Isaías and Ambrosio Goikoetxea |
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Year:
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2006 |
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Edition:
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Single |
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Keywords:
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Internet Marketing, Electronic Commerce, European Companies. |
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Type:
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Short Paper |
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First Page:
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400 |
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Last Page:
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405 |
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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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Since the founding of the Internet the dot.com business has become the most flourishing industry worldwide and has been the focus of a substantial body of scientific studies and non-academic reflection. Furthermore, it has been argued that we are in the midst of a revolution that is changing marketing and given it new dimensions as Internet marketing paradigm. The main purpose of this study is to compare practices in the adoption of Internet marketing by the major European companies. For this reason, we attempt to determine the impact of contextual variables on the way in which companies establish and implement their Internet strategies. In order to achieve our objective, we examined a sample of 500 companies, based on the ranking published by the German business and economics newspaper, Handelsblatt. Taking into consideration the models mentioned in the literature, we determine criteria to evaluate the performance of these on-line companies, based on their Internet websites. The results pointed that contextual factors affect the adoption process as well websites sophistication reflects the companies industry. |
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