Title of article :
Marketing operations efficiency and the Internet: An organizing framework
Author/Authors :
Kalaignanam، نويسنده , , R. K. S. Kushwaha، نويسنده , , T. and Varadarajan، نويسنده , , P.، نويسنده ,
Issue Information :
ماهنامه با شماره پیاپی سال 2008
Abstract :
A business can leverage the potential of the Internet to enhance the effectiveness of its competitive strategy as well as the efficiency of its operations. While the former has received considerable attention in literature, there is a dearth of research on the later. This paper focuses on leveraging the Internet for enhancing the efficiency of a businessʹ marketing operations. We propose an organizing framework that provides insights into opportunities for achieving marketing efficiency gains in the context of the interactivity, personalization and addressability characteristics of the Internet.
Keywords :
Operations efficiency , Marketing operations , Internet operations , Marketing costs
Journal title :
Journal of Business Research
Journal title :
Journal of Business Research