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Comparative Analysis of Michigan Retail Businesses' Online Marketing Infrastructure Toward Addressing Consumers' Needs.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Comparative Analysis of Michigan Retail Businesses' Online Marketing Infrastructure Toward Addressing Consumers' Needs./
作者:	Bryant, Kyle LeVance.
面頁冊數:	1 online resource (110 pages)
附註:	Source: Dissertation Abstracts International, Volume: 79-05(E), Section: A.
Contained By:	Dissertation Abstracts International79-05A(E).
標題:	Marketing. -
電子資源:	click for full text (PQDT)
ISBN:	9780355501551

Comparative Analysis of Michigan Retail Businesses' Online Marketing Infrastructure Toward Addressing Consumers' Needs.
Bryant, Kyle LeVance.

Comparative Analysis of Michigan Retail Businesses' Online Marketing Infrastructure Toward Addressing Consumers' Needs. - 1 online resource (110 pages)

Source: Dissertation Abstracts International, Volume: 79-05(E), Section: A.

Thesis (D.B.A.)

Includes bibliographical references

The continual advancements of technology within the global market have forced businesses to adapt a more aggressive marketing approach to meet the needs and demands of consumers (Holt, 2012). Therefore, the problem for marketers has been the recognition of how to effectively utilize their websites to meet and/or exceed consumers' needs. Advancements in technology have produced immediate data collection processes so that organizations can address all elements pertaining to marketing, including pricing, promotion, placement, and production (Soliman & Salem, 2014). The problem is that the evolution of Internet marketing has forced more businesses to meet and exceed customers' demands through an online presence, i.e. the businesses' website. Today, businesses must address their online marketing strategies to gain, maintain, and sustain their consumer base. The purpose of the proposed study was to analyze businesses' online marketing strategies through analyzing the organizational and operational aspects related to consumer direct marketing. Specific data from each businesses website, such as the ease of access, ordering processes, customer service, logistical aspects, and the accreditation and/or recognitions of each business, was analyzed using a quantitative comparative analysis. The websites analyzed in the study were different retailers within the Michigan area, including Target, Meijer, K-Mart, and Sears, and the business accreditation and/or recognitions. Hypotheses were not supported. Future research might focus on different businesses, like small businesses, utilize an existing comparison analysis tool, and implement mixed-method approach that incorporates a consumer survey and a focus group.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355501551Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

Comparative Analysis of Michigan Retail Businesses' Online Marketing Infrastructure Toward Addressing Consumers' Needs.
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504 $a Includes bibliographical references
520 $a The continual advancements of technology within the global market have forced businesses to adapt a more aggressive marketing approach to meet the needs and demands of consumers (Holt, 2012). Therefore, the problem for marketers has been the recognition of how to effectively utilize their websites to meet and/or exceed consumers' needs. Advancements in technology have produced immediate data collection processes so that organizations can address all elements pertaining to marketing, including pricing, promotion, placement, and production (Soliman & Salem, 2014). The problem is that the evolution of Internet marketing has forced more businesses to meet and exceed customers' demands through an online presence, i.e. the businesses' website. Today, businesses must address their online marketing strategies to gain, maintain, and sustain their consumer base. The purpose of the proposed study was to analyze businesses' online marketing strategies through analyzing the organizational and operational aspects related to consumer direct marketing. Specific data from each businesses website, such as the ease of access, ordering processes, customer service, logistical aspects, and the accreditation and/or recognitions of each business, was analyzed using a quantitative comparative analysis. The websites analyzed in the study were different retailers within the Michigan area, including Target, Meijer, K-Mart, and Sears, and the business accreditation and/or recognitions. Hypotheses were not supported. Future research might focus on different businesses, like small businesses, utilize an existing comparison analysis tool, and implement mixed-method approach that incorporates a consumer survey and a focus group.
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