Currently published as: International Journal of Wine Business Research
Online from: 1989
Subject Area: Marketing
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|Title:||Developing an eBusiness Strategy to Achieve Consumer Loyalty through Electronic Channels|
|Author(s):||Panos Louvieris, (School of Management, University of Surrey, UK), Jetske Van Westering, (School of Management, University of Surrey, UK), John Driver, (Birmingham Business School, University of Birmingham, UK)|
|Citation:||Panos Louvieris, Jetske Van Westering, John Driver, (2003) "Developing an eBusiness Strategy to Achieve Consumer Loyalty through Electronic Channels", International Journal of Wine Marketing, Vol. 15 Iss: 1, pp.44 - 53|
|Keywords:||B2C marketing, consumer loyalty, distribution channels, ebusiness|
|Article type:||General review|
|DOI:||10.1108/eb008751 (Permanent URL)|
|Publisher:||MCB UP Ltd|
|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.|
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