2015 | OriginalPaper | Buchkapitel
Utilizing Web Sites to Provide Information and Build Relationships with Consumers
verfasst von : Judith Madill, Leighann C. Neilson
Erschienen in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
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This paper reports on research designed to assess how small and medium size enterprises operating in the wine sector in four countries worldwide utilize their web sites for providing information to consumers as well as developing and maintaining relationships with them. Implications for theory and practice are drawn.