Title: Optimising e-marketing criteria for customer communication in food and drink sector in Greece

Authors: G. Tsekouropoulos; Z. Andreopoulou; A. Seretakis; T. Koutroumanidis; B. Manos

Addresses: Department of Agricultural Economics, School of Agriculture, Aristotle University of Thessaloniki, 54124 Thessaloniki, Greece. ' Laboratory of Forest Informatics, School of Forestry and Natural Environment, Aristotle University of Thessaloniki, P.O. Box 247, 54124 Thessaloniki, Greece. ' Department of Economics, Division of Development and Planning, Aristotle University of Thessaloniki, 54124 Thessaloniki, Greece. ' Department of Rural Development, Democritus University of Thrace, Pantazidou 193, Orestiada, 68200, Greece. ' Department of Agricultural Economics, Faculty of Agriculture, Aristotle University of Thessaloniki, 54124 Thessaloniki, Greece.

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.

Keywords: electronic commerce; e-commerce; PROMETHEE II method; e-business; food and drinks products; website activities; e-marketplaces; optimisation; customer communication; multicriteria analysis; e-marketing criteria; Greece; electronic business; electronic marketing; internet marketing; online marketing.

DOI: 10.1504/IJBIS.2012.044453

International Journal of Business Information Systems, 2012 Vol.9 No.1, pp.1 - 25

Available online: 25 Dec 2011 *

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