Document Type

Article

Publication Date

2007

Publication Source

Advances in Marketing: Concepts, Models and Theories

Abstract

Online marketing is important to small-business owners and operators because they are typically faced with limited budgets to design and implement traditional marketing programs. This paper compares the perceived importance of specific online marketing tactics and their anticipated future use of online marketing tactics by small businesses in the United States and Australia. Results of the study reveal that both in the United States and in Australia, there is a growing use of online marketing tactics to accomplish marketing objectives. While most online marketing tactics were effective in both the United States and Australia, there were some statistically significant differences.

Inclusive pages

150-154

ISBN/ISSN

0-9676059-8-9

Document Version

Published Version

Publisher

Society for Marketing Advances

Place of Publication

Mobile, AL

Peer Reviewed

yes

Keywords

online marketing, social media marketing, marketing strategy, web channels