The World Wide Web as an industrial marketing communication tool: models for the identification and assessment of opportunities

Article Abstract:

A model, developed by researchers, will help producers and academics assess the effectiveness of a World Wide Web site as a tool for communicating marketing information to business purchasers. The model identifies five measures of site effectiveness including level of customer awareness, ease of location and degree of attraction to the site, appeal and usability of the site, and its effectiveness in converting site visits to orders. The model also includes an overall measure of efficiency.

Advertising Management-Electronic Media, Models, Evaluation, Web sites (World Wide Web), Web sites, Electronic marketing

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Corollaries of the collective: the influence of organizational culture and memory development on perceived decision-making context

Article Abstract:

Memory as well as organizational culture significantly influence how executives perceive their decision-making context. Executives in externally focused cultures see more strategic problems than those with internally focused cultures, and organic process cultures emphasize more unstructured problems than mechanistic cultures.

United Kingdom, Australia, Business, Psychological aspects, Statistical Data Included, Research, Decision-making, Decision making, Executives, Corporate culture

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The Penguin's window: Corporate brands from an open-source perspective

Article Abstract:

Open-Source (OS) movement is used to evaluate corporate branding. OS phenomenon to the marketing scholars and developed typology of brand aspects is detailed.

United States, Analysis, Brand image

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