Industrial Marketing Communication A (R)evolutionary Journey from Marketplace to Marketspace
There is magic in the Web…” iii-William Shakespeare This thesis looks back over a ca 10-year period, 1994 – 2005, on the use of marketing communication tools in industrial markets. The year 1994 is significant in two ways: First, it was the year I was hired as a doctoral student at Luleå University...
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| Format: | Text |
| Language: | English |
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2006
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| Online Access: | http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.104.7388 http://epubl.ltu.se/1402-1544/2006/56/LTU-DT-0656-SE.pdf |
| Summary: | There is magic in the Web…” iii-William Shakespeare This thesis looks back over a ca 10-year period, 1994 – 2005, on the use of marketing communication tools in industrial markets. The year 1994 is significant in two ways: First, it was the year I was hired as a doctoral student at Luleå University of Technology in Sweden. The year is also significant as it is around this time (1994-95) that the Internet became commercialized and openly available for use beyond simple, point-and-click information retrieval. This decade-long journey was broken into two parts: The first part explored the entire industrial marketing communication toolbox, where both personal and nonpersonal tools, as well as the emerging Internet were used for industrial sellers to provide information, as compared to what industrial buyers were using to obtain information. The second part looked at the Internet as a marketing communication tool onto itself. |
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