Business-to-business marketing and the World Wide Web: planning, managing, and assessing Web sites
Article Abstract:
Despite the enormous growth of the World Wide Web and the media attention to it, little has appeared in the literature with regard to the role of marketing in developing and administering business-to-business Web sites. This article examines the opportunities and obstacles inherent with business-to-business Web sites and discusses the process for devising, overseeing, and evaluating such sites. A detailed original Web Site Assessment Tool is introduced, which focuses on five categories: the home page, overall site design and performance, text content, audio-visual elements, and interaction and involvement. The scoring mechanism is explained, as is the percentile score per category. Two case studies are used to apply this tool to the PC industry - one to show how various audiences would weight Web site elements differently based on their particular characteristics and needs and the other to show how the Web sites of 10 leading PC makers could be comparatively evaluated. The article ends with a series of managerial implications. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1999
User Contributions:
Comment about this article or add new information about this topic:
Conceptualizing and operationalizing the business-to-business value chain
Article Abstract:
This article presents a model to describe the business-to-business value chain, focusing on the goals of the value chain, the value delivery chain, and total delivered product. The authors argue that responsibility in the value chain should be clearly allocated, value gaps and breakdowns should be studied, and communication along the value delivery chain should incorporate multiple perspectives.
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 2001
User Contributions:
Comment about this article or add new information about this topic:
An expanded model of business-to-business partnership formation and success
Article Abstract:
Issues discussed concern the factors that contribute to the success of business-to-business partnerships, focusing on commitment, communication, and conflict resolution techniques. Factors that encourage organizations to create partnerships include a desire to lower costs, increase services, become more competitive, and improve performance.
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 2001
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Intensity of competition and the choice between product and process innovation. When is inter-firm coordination beneficial? The case of innovation
- Abstracts: Modernity scales the heights. Thames planning guidance sets tone for urban design. Hitting the heights on design strategies
- Abstracts: Research at the "margin": challenges for scholars working outside the "American-European" domain. An integrative framework for cross-cultural consumer behavior
- Abstracts: A five-country study of national identity: implications for international marketing research and practice. The important role of meta-analysis in international research in marketing
- Abstracts: An examination of gender differences in selling behaviors and job attitudes. A model of value creation: supplier behaviors and their impact on reseller-perceived value