Usage and effectiveness of online marketing tools among Business-to-Consumer (B2C) firms in Singapore [An article from: International Journal of Information Management]

This digital document is a journal article from International Journal of Information Management, published by Elsevier in 2005. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.

Description:
This study seeks to identify the extent of usage and perceived effectiveness of various online marketing tools among Business-to-Consumer (B2C) firms in Singapore. The findings reveal that there are some significant differences between the extent to which websites utilize the various online marketing tools and the perceived effectiveness of such tools. Implications of the results are discussed and the results should be useful in helping B2C firms decide on the appropriate marketing tools to implement.