Managers' perceptions of using of e-marketing in B2B relationships
Part of : Σπουδαί : journal of economics and business ; Vol.58, No.3-4, 2008, pages 126-147
Issue:
Pages:
126-147
Author:
Abstract:
Researchers agree that the use of the Internet is increasingly expanding in business-tobusiness (B2B) relationships in order to improve effective communication, distribution, and streamline processes with customers and stakeholders. This study examines a sample of 30 firms operating in Greece and discusses the benefits from B2B collaboration by using e-marketing. The method used for the quantitative analysis is the factor analysis and ordinal symmetric measures; Kendall’s tau-b was used. The findings show that six factors emerged from the fieldwork showing the positive managers’ perceptions for the usefulness of this tool. Finally, a model can be developed in order to improve B2B relationships via e-marketing.
Subject (LC):
Keywords:
B2B relationships, internet, e-marketing
Notes:
Περιέχει διαγράμματα, εικόνες, πίνακες και βιβλιογραφία
