Advances in Marketing: Concepts, Models and Theories
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.
Society for Marketing Advances
Place of Publication
online marketing, social media marketing, marketing strategy, web channels
Dickey, Irene J.; Lewis, William F.; and VanBeveren, John, "Perceived Importance and Future Use of Online Channels of Distribution by Small Businesses in the United States and Australia: An Exploratory Study" (2007). Management and Marketing Faculty Publications. 36.
Advertising and Promotion Management Commons, Business and Corporate Communications Commons, Communication Technology and New Media Commons, Marketing Commons, Nonprofit Administration and Management Commons, Public Relations and Advertising Commons, Sales and Merchandising Commons, Social Media Commons