文章基本信息

标题：“Content Analysis of Top 1000 Turkish Company Web Sites: Marketing Mix Practices”
本地全文：下载
作者：Aykan Candemir ; Keti Ventura ; Ipek Kazancoglu 等
期刊名称：International Journal of Business and Management Studies
电子版ISSN：1309-8047
出版年度：2011
卷号：3
期号：2
出版社：Social Sciences Research Society
摘要：The usage of the Internet has offered new advanced business transactions and models for the world economy. Insufficient utilization of Web sites for marketing mix strategies in a developing country like Turkey, still depicts the need for further and detailed analyses to guide the companies and institutions for their efforts to improve marketing activities through the new medium which is becoming an inevitable neccesity for the new business models in the twenty first century. The aim of the study is to analyze the practices of marketing mix tools on Turkish web sites of the top 1000 companies presented in the survey reports by the Istanbul Chamber of Industry (ICI) 2010. This study reveals that the use of Internet in marketing mix strategies is inadequate and some companies do not utilize all opportunities due to the lack of effective corporate web sites.
关键词：Marketing Mix; Content Analysis; Web Sites