Business to business internet marketing

Ellis-Chadwick, Fiona (2009). Business to business internet marketing. In: Chaffey, Dave ed. Internet Marketing: Strategy, Implementation and Practice 4th ed. Harlow: Pearson Education, pp. 648–667.

URL: http://www.pearsoned.co.uk/bookshop/detail.asp?WT....

Abstract

It has been suggested that Internet technologies can significantly change how businesses trade and also have the capacity to affect levels of profitability and success. However, leading business writers cannot agree on the level of influence ... So perhaps the crux of the debate is that on the one hand organisations should look at Internet and web technologies as being essential to support operations and improve services (in their chosen field of operations) or on the other hand organisations should consider the Internet as a new virtual world of opportunities, where there are few established rules and limitations. There are examples to substantiate both sides of the debate.

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