Exploring the Role of Internet Usagein Facilitating Marketing Activities:An Empirical Study of UK Companies

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The purpose of this research is to investigate the effects of the Internet use on marketing activities. Based on the previous literature, the effect of the Internet on marketing activities has been categorised into four basic dimensions, 1) customer relations’ activities, 2) marketing performance, 3) marketing efficiency 4) customer targeting activities.However, few empirical studies have been done regarding customer relations and targeting activities that are affected by the use of the Internet, and the effect of that on marketing efficiency. By studying the practice of 123 UK companies, it has been found that the use of the Internet positively influences customer relations and targeting activities, marketing performanceand marketing efficiency.
 

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