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George Avlonitis is Professor of Marketing in the Athens University of Economics and Business, Head of the Department of Marketing and Communications. In this paper we present some preliminary results from a major Internet survey which examined the use of the Internet in a firm's marketing strategies. Internet is a new technology breakthrough which has invaded almost every aspect of communication, with users expanding at exponential growth rates. On the other hand, the Internet technology is endowed with the qualities of interactivity, demmasification and asynchronous that alter the rules of communication process (Rogers, 1991), therefore demanding the transformation of the communication strategies. The purpose of this paper is to present some descriptive statistics and intercorrelations among variables from a major international research on Internet business-to-business marketing strategy. We identify some basic demographic characteristics of respondent companies, including size, nationality, field of endeavour, product complexity and intensity of Internet use, in terms of percentage of marketing budget allocated to the Internet use. A ten pages long questionnaire was developed and sent by e-mail to the top marketing executives of 400 business-to- business firms. Degree of product complexity: The respondents were asked to indicate whether their product was simple, relatively simple, or complex. A factor analysis reduced the above variables into four factors, which explained 62.7% of variance in the original variables. Marketing Research: new product research, environmental scanning, finding new vendors and cost effectiveness.
Gaining Competitive Advantage: gaining marketing edge over the competition, keeping up with the competition and establishing a lead position.
Expansion of markets: finding new coalitions, finding new markets locally and finding new markets globally. Table 8, below, shows the correlations between the antecedents (Use Intensity of Internet, Product Complexity), and the Internet Marketing Strategies.
It appears that the use of Internet is associated with the companies' strategic goal of gaining competitive advantage.
Considering the positive relationships between the Use Intensity of Internet and the company's Product Strategy (faster discovery of customer needs, better product customization, new product testing and faster product life cycles), as well as Sales Strategy (use of Internet by the salesforce for market segmentation and customer classification), we may argue that Internet has helped companies to put market orientation into practice. Indeed, firms interested in marketing in a hypermedia computer-mediated environment adopt a market orientation (Hoffman and Novak, 1996a). The lack of significant relationships between the Use Intensity of Internet and the variables pertaining to Promotion Strategy, is aligned with the practice of industrial marketing, which entails that advertising is necessary, still not sufficient for the accomplishment of actual sales. The positive relationship between Product Complexity and the product strategy variable of better cooperation of R&D with external resources, may indicate that Internet is being used by business-to-business companies in their effort to develop new products with external cooperation. Also, product complexity implies a higher degree of market ambiguity-uncertainty (Moriarty and Kosnik,1989), in terms of product utility and operability. Management of the companies marketing industrial products and services acknowledge Internet as a competitive weapon and formulate certain strategies in order to capitalize on the benefits provided by this technology. However, while the companies with simple or relative simple products are more inclined to set the strategic goal of market share increase through the use of Internet, companies marketing complex products are more likely to use Internet in order to facilitate their collaboration with other actors in developing new products. Closing this paper, we need to stress that since companies recognize Internet as a strategic weapon and deploy certain Internet Marketing Strategies, we need to focus on the performance of these strategies, in productivity and efficiency terms, in order to evaluate the contribution of the electronic superhighway in the effectiveness of business-to-business marketing strategies. Benjamin R., Wigand R,(1995), "Electronic Markets and Virtual Value Chains on the Information Superhighway," Sloan Management Review, Winter, 62-72.
Gambardella, Garcia-Fontes (1996), "Regional Linkages through European Research Funding" Econ.
Glazer Rashi (1991), "Marketing in Information Intensive Environments: Strategic Implications of Knowledge as an Asset" Journal of Marketing ,55, October, 1-19. Hausler, Hohn, Lutz (1994), "Contingencies of Innovative Networks:A Case Study of Successful Interfirm R&D Collaboration," Research Policy 23 47-66.


Moriarty and Kosnik (1989), "High-Tech Marketing: Concepts, Continuity, and Change" Sloan Management Review, Summer, 7-17.
Rayport J, Sviokla J (1996), "Exploiting the Virtual Value Chain" The McKinsey Quarterly, 1, 21-36.
Capabilities brochure developed as part of a fully integrated marketing communications program for Medical Security International. View Customer-Centric Marketing Strategies: Tools for Building Organizational Performance on the publisher's website for pricing and purchasing information.
Hans Ruediger Kaufmann completed his sponsored PhD in 1997 and was as research assistant and then lecturer (p-t) at Manchester Metropolitan University After extensive experience in German Bank Management. Mohammad Fateh Ali Khan Panni is a Lecturer in the School of Business at City University, Bangladesh.
Her research interests lie mainly in the fields of high technology marketing, pharmaceutical marketing, relationship marketing and the Internet marketing.
Specifically we describe the profile of business-to-business respondents together with the descriptive statistics of Internet use intensity, strategic goals, product, promotion and sales strategies through the Internet. For example, according to the Forrester Research (2003), inter-organizational e-commerce in North America will exceed $2.7 trillion, by 2004.
As a consequence, new marketing paradigms have to be shaped in order to provide business models applicable in the field of this new marketing phenomenon (Glazer, 1991, Hoffman and Novak, 1996a, Thomson and Kaul, 1995). The impact of Internet Marketing Strategies and their antecedents on sales and export performance, the marketing effort and the channels of distribution is also considered. The findings of this study suggest that African-American men may have unique psychological concerns with regard to online dating. The sample was randomly selected from the business-to-business directories of the Yahoo WEB portal. From these companies, about 70% were using Internet the last two years, 20% started four years ago, while the remaining 10% had an experience exceeding four years. Indeed, according to Porter (1991), the top management that invests in information technology is doing so because tends to perceive it as a strategic weapon for gaining competitive advantage. Thus, the virtual world of Internet helps companies to follow demand-side strategies rather, than simply making and selling products. It plays a supporting role to the sales department's efforts to maintain and expand their customer portfolio. This is so, because product complexity and financial risk tend to impose the transfer and exchange of knowledge, assets and experience through collaboration patterns (Bucklin and Sengupta,1993, Gambardella, Garcia and Fontes,1995, Hausler, Hohn and Lutz,1994). In other words, customers may not understand what needs the product could satisfy.Therefore, the advertising message in Internet should place emphasis on product applications and product uses and our results confirm this. Special performance measures have to be developed in order to substantiate how a firm's performance may be influenced by the Internet Marketing Strategies. Novak T (1996a), "Marketing in Hypermedia Computer-Mediated Environments:Conceptual Foundations" Journal of Marketing, July. Everett (1991), "The Critical Mass in the Diffusion of Interactive Technologies in Organizations", Harvard Business School Research Colloquium, Harvard Business School, Boston, MA, 245-263.
This book will discuss how to improve the organization’s financial and marketing performance.
Later, he worked in Budapest, first as Course Director Marketing for the Chartered Institute of Marketing and then as an Assistant Professor in Marketing at the International Management Centre Budapest as well as a contractual consultant.
The intercorellations among the resulted factor scores of strategic goals and Internet marketing strategies with product complexity and Internet use depict some useful conclusions for Internet marketers and researchers. Notwithstanding that there is a growing consensus about the benefits of the use of the Internet in their business activities, a few firms report quite disappointing e-business results (Strauss, J., El-Ansary, A.


This is illustrated by their preference to wait for automated information about prospective matches rather than initially searching online for prospective matches. However, it seems that the companies which use extensively Internet, emphasize ad messages which have to do with the "Alternative Uses of the Product". The negative relationship of Product Complexity and the strategic goal of Market Expansion supports the views of Benjamin and Wigand indicating that industrial companies capitalize on Internet for direct selling of simple products, or for relatively simple buying situations, (straight rebuy). More specifically, companies utilize Internet in all their activities pertaining to the successful commercialization of their products. Along similar lines, we need to develop specific measures in order to evaluate quality issues of a firm's Internet Marketing Strategy.
Thomas, Chatterjee Patrali (1995), "Commercial Scenarios For The WEB: Opportunities and Challenges," Journal of Computer-Mediated Communication, 1(3), December. At the University of Applied Sciences Liechtenstein he was Academic Director Private Banking and, later, Head of the Competence Centre International Management. An understanding of the gender differences among African-Americans can help understand if it is necessary to advocate a change in this behavioral pattern among African-American men.
This supports the argument put forward by Cronin (1993) that the content of Internet advertisment message should be mainly informational. In addition, they involve their sales departments with Internet, mainly with the aim to facilitate the crucial task of market segmentation and targeting, as well as for discovering sales leads.
For example, we may use productivity enhancement, increase of sales, or efficiency improvement as direct performance measures. He has published many research articles in the area of consumerism, CRM, CKM, brand loyalty, online shopping behavior, internet banking and green consumer behavior index etc in numerous international journals like JLERI, IJBEP, IJECRM, WJBAM, JIKM, Amfiteatru Economic. Also, Thomson and Kaul (1995) suggest that success on the Internet can be measured by the number of site visits (hits), and they note, however, that very few companies report significant sales. However, indirect performance measures, such as improvement of corporate image, increase of brand equity and reinforcing of a firm's public relations may be more difficult to be used as quality evaluation measures of a firm's Internet Marketing Strategy. He has been a launching member and President (2007-2009) of the international research network on consumer behaviour, CIRCLE. As of to date in total he has 14 international refereed publications which includes international refereed journals conference proceedings, book chapter. In addition, Kurlwich (1995) states that most companies generate very little business from WEB advertising at present and that in reality, the main advantage of the WEB is the experience that they gain about the marketing strategies to be used when the network becomes a major commercial tool for everyone.
The above issues may be major objectives for future research in the scope of Internet marketing literature.
Currently, he is a research committee member of three different research interest committees such as marketing, ethics and social responsibility and green economy consortium of Euromed Research Business Institute (EMRBI). He is member of the editorial board of a variety of journals and an Associate Editor of the World Review of Entrepreneurship, Management and Sustainable Development. So far he has reviewed paper for African Journal of Business Management (AJBM) (ISI indexed journal), African Journal of Agricultural Research (AJAR) (ISI indexed journal), Special Edition of World Review of Entrepreneurship, Management and Sustainable Development (WREMSD) (Inderscience Publication Series) and Journal of Information and Knowledge Management (JIKM) (World Scientific Publication), International Research Journal of Management and Business Studies and Journal of Accounting and Taxation (JAT) (Academic Journal Series).
He is an editorial team member of African Journal of Marketing Management (AJMM) (Academic Journal series) and a listed reviewer of Journal of Information and Knowledge Management (JIKM) (World Scientific Publication).




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