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Developing an eBusiness Strategy to Achieve Consumer Loyalty Through Exlectronic Channels

Van Westering, JM, Louvieris, P and Driver, J (2003) Developing an eBusiness Strategy to Achieve Consumer Loyalty Through Exlectronic Channels International Journal of Wine Marketing, 15 (1). pp. 44-53.

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Abstract

E-Business channels are presenting novel opportunities for small vineyards to target new online market segments, to communicate directly with the customer and side-step the main wine distributors who have traditionally blocked access to substantially wider markets. In the UK, where the majority of wine producers is heavily reliant on direct sales, understanding the role that eBusiness channels can play in the buyer behaviour process could be critical for building effective customer relationships and sales. This paper investigates how competitive advantage can be achieved through B2C channels.

Item Type: Article
Authors :
NameEmailORCID
Van Westering, JMj.van-westering@surrey.ac.ukUNSPECIFIED
Louvieris, PUNSPECIFIEDUNSPECIFIED
Driver, JUNSPECIFIEDUNSPECIFIED
Date : 2003
Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 14:53
Last Modified : 16 May 2017 14:53
URI: http://epubs.surrey.ac.uk/id/eprint/815531

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