The Impact of Managers’ Attitude Towards Internet Marketing on Internet Marketing Adoption in Organizations (Case Study: Book-Publishing and Distribution Companies in Iran)

Document Type : Original Article

Authors

1 Assistant Prof., MBA Department, Management faculty, Mehralborz university, Tehran, Iran.

2 MSc, IT management, IT department, Faculty of Information Technology, University of Mehralborz, Tehran, Iran.

Abstract

In today’s turbulent and competitive market, organizations tend to use Internet marketing for achieving and maintaining optimal performance in order to gain competitive advantage. One of the most important success factors in Internet marketing is the support of top managers of the organization. Since there has been a limited number of researches investigating the relationship between "top managers’ supportive attitude" and "the extent to which Internet marketing is used", this paper seeks to identify, categorize, and provide indicators for measuring these two variables in book publishing and distribution companies. This study is a descriptive survey research and the data has been collected by sending electronic questionnaires to the top managers and marketing managers of under-research companies. The results indicate that there is a weak positive correlation between these two variables. In other words, the use of Internet marketing in under-research companies doesn't seem to have a strong relationship with managers' attitudes, and there are other factors involved. However, knowing the top managers’ attitude will lead to appropriate decisions on using resources for  implementation of Internet marketing.

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