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An Empirical Evaluation of Agribusiness Firms Perceptions of the Impact of E-Marketing Strategy on Distribution Channel.

ADEGBUYI , O. A. and Fadugba, A.O. and Roland-Otaru, C. O. (2011) An Empirical Evaluation of Agribusiness Firms Perceptions of the Impact of E-Marketing Strategy on Distribution Channel. In: 3rd Marketing Educators' Conference, February 13th - 16th, 2011, Covenant University, Canaanland, Ota, Nigeria..

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Abstract

Many farms have begun operating websites in order to promote their businesses. The internet represents a significant change in the competitive landscape. individuals use internet for different reasons including social iutemctio1z, obtaining information, and purchasing goods and services. Modem distribution is been shifted from paper-based, people-intensive marketing systc111s towards electronic-based procedures that rely on internet communications and web-enhanced software tools. The objective of this paper is to examine the evalution of Agributsiness firm's perceptions of the impact of e-marketing strategy on distribution channel. A questionnaire was prepared based On the review of current literature and distributed to a number of agribusiness firms employees in Ota metropolis of Ogun state. One hundred and twenty completed surveys were received from the firms ·who have adopted e-marketing strategy. Based on the 120 completed survey questionnaires, simple stylistics were carried out and it was discovered that some factors that influence the implement ation of e-marketing in study area include among others distance, time, place, and competition. Based on the findings, conclusion and recommendations were given.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: e-marketing, channel structure, Agribusiness, marketing strategy, Value chain
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 16 Dec 2014 11:21
Last Modified: 16 Dec 2014 11:21
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/3068

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