B2B e-marketplace: an e-marketing framework for B2B commerce

B2B e-marketplace: an e-marketing framework for B2B commerce

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Abstract:      

Purpose – The purpose of this paper is to provide a clear understanding of the performance of business-to-business (B2B) e-marketplace in conducting  e-marketing in the global business environment. The proposed framework is intended to be used as a guide for B2B firms especially small and medium sized enterprises (SMEs) who wish to adopt a proactive approach in the use of information and communication technology for business efficiency and   competitive advantage, and those who wish to explore the internet technologies for marketing activities.

Keywords:      Small to medium-sized enterprises, Business-to-business marketing, Marketing, Internet, Communication technologies, Competitive advantage

Author(s):      Woon Kian Chong, Mathew Shafaghi, Christopher    Woollaston and Vincent Lui

Source:            Marketing Intelligence & Planning. Vol. 28 No. 3, 2010

Subject:             مدیریت بازاریابی

Category:          مقاله مجله

Release Date: 2010

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