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

• 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
• Institution: Nanyang Technological University

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...