Web-Based Marketing

Marketing via the Internet and the World Wide Web is widely hailed as the wave of the future for business firms. For several years, however, many larger brick-and-mortar business firms were reluctant to engage in digital marketing (Fajuri, 2001). While the trepidations of the larger business firms now appear to be largely in the past (ôExclusive Survey: Digital Marketing Budgets to Growö, 2003), a reluctance on the part of small business firms to take the leap to Web-based marketing continues to characterize the attitudes of must such firms (ôSome Suppliers Still on the Internet Sidelinesö, 2004).

There is a great deal more underlying eventual success in a Web-based marketing venture, however, than sampling obtaining a unique Web address and posting a Web page. Important issues related to content, attractiveness, ease of use, security, and responsiveness (to name but a few) are both critical to the success of Web-based marketing and substantially increased the investment required to attain success in Web-based marketing (McMillan, Hwang, & Lee, 2003). Thus, it is necessary for small business firms to develop a strategy for Web-based marketing that provides an appropriate balance between marketing needs and available resources (ôMailings Thrive in Tough Timesö, 2002).

The project specified in this document will assess the appropriateness o

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Approximate Word count = 805
Approximate Pages = 3 (250 words per page)

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