文章基本信息

标题：Internets Influence On The Marketing Activities Of South African Companies
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作者：Kirsty-Lee Sharp ; Ayesha Lian Bevan-Dye ; Natasha de Klerk 等
期刊名称：International Business & Economics Research Journal
印刷版ISSN：1535-0754
电子版ISSN：2157-9393
出版年度：2013
卷号：12
期号：9
页码：1077-1086
语种：English
出版社：The Clute Institute for Academic Research
摘要：Although research studies regarding the Internets impact on marketing conducted in the past in different countries and at different times produced quite similar trends in responses, advances in Internet technologies and the increased Internet usage necessitated reinvestigating marketers perceptions as to the changes in marketing practices brought about by the Internet. This study sought to determine the South African marketing practitioners perceptions of the Internets influence on the practice of marketing in 2011 and compare these perceptions with those of marketers in Australia 2001 and Iran 2005. A cross-industry survey of the marketing practitioners at the top 100 companies listed on the Johannesburg Stock Exchange in South Africa was conducted by means of a self-administered questionnaire. Questionnaires were sent via e-mail to those marketing practitioners from whom telephonic permission had been obtained. The findings indicate that South African marketers perceive the Internet to have changed the way companies conceptualise their marketing activities, define their markets, and create value. This study contributes to the practice of marketing by outlining the potential uses of the Internet in marketing and indicating trends across three countries and time periods.
关键词：Internet;Marketing Practice;South Africa