INTERNET BASED B2B MARKETING: A STUDY OF ISSUES AND CHALLENGES FACED BY LUDHIANA ENTREPRENEURS
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Date
2013
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Publisher
PAU Ludhiana
Abstract
The research project “Internet Based B2B Marketing: A Study of Issues and Challenges Faced by
Ludhiana Entrepreneurs” was undertaken to study the benefits and challenges encountered by
Ludhiana entrepreneurs while pursuing internet based business to business marketing and to study the
variables that influence to adopt or not to adopt internet based business to business marketing. A
sample of 50 respondents was taken for the study which included 25 respondents each from two
categories i.e. entrepreneurs those have adopted internet based B2B and the entrepreneurs those have
not adopted internet based B2B marketing. It was observed from the study that the major benefit
perceived by entrepreneurs using internet based business to business marketing is the statement
“Internet based business to business marketing provides 24 hour accessibility” and the major
challenge faced by entrepreneur is the statement “Sometimes there is uncertainty in message
delivery”. The major variable that influences entrepreneurs to adopt internet based business to
business marketing is the statement “New business opportunities can be encashed by using internet
based business to business marketing” and the major variable that influences entrepreneurs not to
adopt internet based business to business marketing is the statement “Lack of right technical skills
about internet based business to business marketing”.
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Keywords
Marketing Management