A preliminary study on the use of corporate website in B2B marketing : Focusing on the survey of the person who is working in B2B company

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  • B2Bマーケティングにおける企業ウェブサイト利用に関する予備的考察 : B2B企業勤務者調査を中心に
  • B2Bマーケティング ニ オケル キギョウ ウェブサイト リヨウ ニ カンスル ヨビテキ コウサツ B2B キギョウ キンムシャ チョウサ オ チュウシン ニ

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Abstract

This paper aims to discuss the optimal nature of corporate websites for B2B (Business to Business) marketing. One of the purposes of this study is to suggest further opportunities for research from an internet survey of people working in B2B companies. This study shows that B2B corporate websites are to be valued not only at the awareness stage, but also at the exploration stage. Moreover, it is necessary for B2B corporate websites to have not only detailed information on products and services, but also information on management strategies (information on corporate strategy, IR, CSR etc.). It is suggests that a balance is needed between both types of information in B2B corporate websites.

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