Australian marketing managers perceptions of the Internet: A quasi-longitudinal perspective
Document Type
Journal Article
Publisher
Emerald Group Publishing Limited
Faculty
Faculty of Business and Public Management
School
School of Marketing, Tourism and Leisure
RAS ID
2328
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
Comments
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. Available here