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Title:
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THE RELATIONSHIP BETWEEN E-MARKETING STRATEGY AND E-PERFORMANCE: A CONCEPTUAL FRAMEWORK |
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Author(s):
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Paulo Rita , Luís Filipe Lages , Carmen Lages |
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ISBN:
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972-98947-1-X |
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Editors:
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Pedro Isaías and Nitya Karmakar |
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Year:
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2003 |
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Edition:
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2 |
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Keywords:
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Contingency theory, marketing, internet, performance, 4WS . |
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Type:
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Full Paper |
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First Page:
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37 |
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Last Page:
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44 |
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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 proposes a conceptual framework that relates e-marketing strategy (Web-Design, Web-Promotion, Web-Price and Web-CRM) with performance at web and firm levels, while considering the contingent effects of firms internal and external forces. Based on established literature, through a conceptualization of each constituent element of the theoretical framework, the paper provides a basis for future empirical testing. |
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