OnLine Wine Strategic or Tactical

OnLine Wine Strategic or Tactical This paper explores the use of interactive marketing by UK online wine providers to discover the extent to which strategic or tactical use is made of the webbased presence. The four principles of relationship marketing were used as an evaluative framework against which online wine providers were assessed. The paper finds that most UK online wine providers use interactive marketing tactically without giving sufficient consideration to maximising the potential of building relationships through Interactivity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008750
Publisher site
See Article on Publisher Site

Abstract

This paper explores the use of interactive marketing by UK online wine providers to discover the extent to which strategic or tactical use is made of the webbased presence. The four principles of relationship marketing were used as an evaluative framework against which online wine providers were assessed. The paper finds that most UK online wine providers use interactive marketing tactically without giving sufficient consideration to maximising the potential of building relationships through Interactivity.

Journal

International Journal of Wine MarketingEmerald Publishing

Published: Jan 1, 2003

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