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ERIC Number: EJ652517
Record Type: Journal
Publication Date: 2002
Pages: N/A
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: ISSN-1066-2243
Senior Executives' Perceptions of Business-to-Consumer (B2C) Online Marketing Strategies: The Case of Singapore.
Teo, Thompson S. H.; Tan, Jek Swan
Internet Research, v12 n3 p258-75 2002
Describes a study on Internet marketing strategies of business-to-consumer (B2C) firms in Singapore. Results of a survey and hierarchical regression analyses indicate that strategies to attract customers and to relate to customers have significant positive relationships to online brand equity, which is positively related to financial growth. (Contains 50 references.) (Author/LRW)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Singapore