Case study : effectiveness of Internet marketing for a local food business.

Case study : effectiveness of Internet marketing for a local food business.

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...

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Main Authors: Chan, Wai Yin., Chew, Kelvin Wai Mun., Ng, Alex Soon Heng.
Other Authors: Lee, Kenny Kwai Fong
Format: Final Year Project
Published: 2008
Subjects:
DRNTU::Business::Marketing::Internet
Online Access:http://hdl.handle.net/10356/9562
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Institution: Nanyang Technological University
id sg-ntu-dr.10356-9562
record_format dspace
spelling sg-ntu-dr.10356-95622023-05-19T03:30:06Z Case study : effectiveness of Internet marketing for a local food business. Chan, Wai Yin. Chew, Kelvin Wai Mun. Ng, Alex Soon Heng. Lee, Kenny Kwai Fong Nanyang Business School DRNTU::Business::Marketing::Internet 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. 2008-09-24T07:33:43Z 2008-09-24T07:33:43Z 2000 2000 Final Year Project (FYP) http://hdl.handle.net/10356/9562 Nanyang Technological University application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
topic DRNTU::Business::Marketing::Internet
spellingShingle DRNTU::Business::Marketing::Internet
Chan, Wai Yin.
Chew, Kelvin Wai Mun.
Ng, Alex Soon Heng.
Case study : effectiveness of Internet marketing for a local food business.
description 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.
author2 Lee, Kenny Kwai Fong
author_facet Lee, Kenny Kwai Fong
Chan, Wai Yin.
Chew, Kelvin Wai Mun.
Ng, Alex Soon Heng.
format Final Year Project
author Chan, Wai Yin.
Chew, Kelvin Wai Mun.
Ng, Alex Soon Heng.
author_sort Chan, Wai Yin.
title Case study : effectiveness of Internet marketing for a local food business.
title_short Case study : effectiveness of Internet marketing for a local food business.
title_full Case study : effectiveness of Internet marketing for a local food business.
title_fullStr Case study : effectiveness of Internet marketing for a local food business.
title_full_unstemmed Case study : effectiveness of Internet marketing for a local food business.
title_sort case study : effectiveness of internet marketing for a local food business.
publishDate 2008
url http://hdl.handle.net/10356/9562
_version_ 1770565929530294272

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