Title

Australian marketing managers perceptions of the Internet: A quasi-longitudinal perspective

Document Type

Journal Article

Publisher

Emerald Group Publishing Ltd.

Faculty

Business and Public Management

School

Marketing, Tourism and Leisure

RAS ID

2328

Comments

This article was originally published as: Leong, E. K., Ewing, M. T., & Pitt, L. F. (2003). Australian marketing managers’ perceptions of the internet: a quasi-longitudinal perspective. European Journal of Marketing, 37(3/4), 554-571. Original available here

Abstract

The Internet is playing an increasingly important role in the marketing activities of organisations across a wide range of industries. While the opportunities afforded by this phenomenon seem readily apparent, there is still much debate and speculation on exactly what impact it will have on marketing. To shed some light on this uncertainty, the present study examines managers’ perceptions of the impact of the Internet on key marketing activities. It employs a quasi-longitudinal research design involving mail surveys to Australian marketing decision makers. Findings suggest that expectations in 1999 may have been unrealistically optimistic and exaggerated. It would appear that the so-called “dot.com crash” has led to more realistic and pragmatic expectations among practicing managers in 2001. The study then focuses on differences in perceptions between industries. As expected, divergent views emerge, particularly from within the services sector. Managerial implications are then considered, conclusions drawn and future research directions outlined.

DOI

10.1108/03090560310459087

 

Link to publisher version (DOI)

10.1108/03090560310459087