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Web sites as marketing tools: an empirical investigation of small companies in Sweden
2000 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Marketing activities have traditionally been conducted via communication-, transaction- and distribution channels. Today activities from these channels can be performed on the Internet and the World Wide Web. This phenomenon provides a new opportunity, for small companies in particular, considering that they can make use of this tool at a relatively low cost. The purpose with this thesis was to investigate how small companies use their Web sites as a marketing tool. To reach the purpose we have studied the objectives of four companies, how they have developed their Web sites and how they assess the effectiveness of these. We have conducted a multiple case study of four Swedish companies and have used interviews and direct observations to collect data. Our study shows that the companies’ primary objectives are related to marketing communication, they prefer to design and maintain the site themselves, and all four companies assess their sites’ effectiveness.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Internet, Web site, marketing tool, small companies
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-58844ISRN: LTU-SHU-EX--00/100--SELocal ID: f66d26eb-468f-4527-a3dd-1143f1012194OAI: diva2:1032232
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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