The measurement of e-marketing orientation (EMO) in business-to-business markets
AM Shaltoni, DC West - Industrial Marketing Management, 2010 - Elsevier
The adoption of e-marketing has been associated with an array of potential benefits such as
market expansion and cost reduction. Nevertheless, the degree of involvement in B2B
markets has been patchy, with many organizations not involved in it at all. This article
examines the variations in e-marketing adoption from an organizational orientation
perspective and introduces empirical measurement with the 'Electronic Marketing ...
market expansion and cost reduction. Nevertheless, the degree of involvement in B2B
markets has been patchy, with many organizations not involved in it at all. This article
examines the variations in e-marketing adoption from an organizational orientation
perspective and introduces empirical measurement with the 'Electronic Marketing ...