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The web as a complementary marketing tool to small and medium-sized firms’ wholesale activities: an exploratory and descriptive case-study of footwear wholesalers view of retailers and the Internet in the United Kingdom
2005 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Marketing on the Internet is a hot topic with predictions of especially the business-to-business area to increase continuously. It is a wide area where information technology, marketing and additional areas together create new rules and conditions for businesses of all sizes in all industries. The purpose of this thesis has been to investigate the impact of the Internet on small and medium-sized footwear wholesale organisations’ sales activities as a complementary marketing effort. Especially, this thesis is looking at how wholesalers’ perceive small independent retail organisations’ use the Internet when buying for reselling and how to apply this to a wholesale perspective as an Internet marketing framework. The research has been conducted through a case study approach and is mainly exploratory including some descriptive and explanatory elements. An interview has been conducted with the case company and seven interviews have been carried out with wholesalers’ that correlate to the case-company situation. In addition, a literature study has been performed to investigate wholesalers’ possibilities via the Internet. The results show that wholesalers perceive that independent retailers do not use the Internet much when searching for potential suppliers and products. However, when they so do, it is highly individual how the Internet is being used. This is influenced, and largely also decided, by the owner or managing director, often due to the fact that such organisation are family businesses. This show that the impact of the Internet on small footwear wholesalers’ sales activities as a complementary marketing effort is currently low. Despite this, an Internet marketing framework is presented regarding web design, search engine optimisation and relationship marketing to apply to wholesalers in the footwear sector in a good manner.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Internet marketing, wholesale, b2b, organisational industrial, buying behaviour, footwear, shoes, business procurement
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-51713ISRN: LTU-EX--05/174--SELocal ID: 8e89c11d-d169-43f3-bbc8-58ed0b838459OAI: diva2:1025077
Subject / course
Student thesis, at least 30 credits
Educational program
Industrial and Management Engineering, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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