Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/9562
Title: Case study : effectiveness of Internet marketing for a local food business.
Authors: Chan, Wai Yin.
Chew, Kelvin Wai Mun.
Ng, Alex Soon Heng.
Keywords: DRNTU::Business::Marketing::Internet
Issue Date: 2000
Abstract: This Applied Research Project is based entirely on a real-life business, Tong Heng. The authors introduced the Internet as an additional marketing channel for this traditional confectionery. The procedures of doing so were documented using several frameworks. The costs and internal benefits involved were also recorded. In addition, an online questionnaire was used to capture and analyse (using SPSS) results of the external benefits as seen from the customers' viewpoint. Recommendations on how other firms can replicate this success is provided in our conclusion.
URI: http://hdl.handle.net/10356/9562
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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