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Research Article Open Access

The Use of the Internet in Business-to- Business Marketing: Demographic Characteristics and Intercorrelations among Internet Marketing Variables from American and European Companies


In this paper we present some preliminary results from a major Internet survey which examined the use of the Internet in a firm's marketing strategies. Specifically we describe the profile of businessto- business respondents together with the descriptive statistics of Internet use intensity, strategic goals, product, promotion and sales strategies through the Internet. The intercorellations among the resulted factor scores of strategic goals and Internet marketing strategies with product complexity and Internet use depict some useful conclusions for Internet marketers and researchers. Some directions of future research are also discussed.

Despina A. Karayanni, George J. Avlonitis

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