Using the Internet for business-to-business marketing. What works? Why?
More specifically, the purpose of the paper was to investigate two questions:
What is being done on the web today, in marketing and communications?
- review and analyze the main marketing and communication strategies that appear on the Internet today: marketers using their sites to provide a new service to their clients, simply provide information on their company and products, etc.
- review and analyze the main tactics and types of 'dotcoms' that appear on the Internet today: on-line brochures, jump-off sites leading to other sites, etc.
- and propose a typology of these sites.
What works? Why?
ie understand and discuss what makes a business-to-business and more generally a commercial web site successful, leading to a set of practical do's and dont's for marketers who want to build or rebuild their web site.