Optimising e-marketing criteria for customer communication in food and drink sector in Greece Online publication date: Sat, 16-Aug-2014
by G. Tsekouropoulos; Z. Andreopoulou; A. Seretakis; T. Koutroumanidis; B. Manos
International Journal of Business Information Systems (IJBIS), Vol. 9, No. 1, 2012
Abstract: In modern societies, internet has become 'the key to success' for businesses, as it offers various advantages and benefits in e-commerce through e-marketing. The case of Greece was selected, as there are many enterprises in the food and drinks sector that have already created a web presence in various stages of maturity. This paper studies the use of e-marketing criteria in e-market places in the internet that support e-commerce activities referring to modern network applications and ways of promotion and function of enterprises. Therefore, the paper aims to optimise and evaluate them qualitatively and quantitatively according to six e-marketing criteria using the multicriteria method of PROMETHEE II and further to classify them in groups. Finally we can identify and describe the optimum group of e-market places to be used as a model for designers of websites promoting e-commerce activities within the wider area of food and drinks with enhanced customer communication services.
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