ISHS Acta Horticulturae 429: XIII International Symposium on Horticultural Economics
THE INTERNET AS A MARKETING TOOL IN ORNAMENTAL HORTICULTURE: AN EXPLORATORY INVESTIGATION |
| Author: | W. Reinartz |
| Keywords: | World Wide Web, WWW, USA, Content analysis |
| Abstract:
This study presents the first systematic exploration into the content of Web sites of horticultural retail operations. Specifically, the author investigates how the Web sites of retail tree nurseries/garden centers and florists in the United States score on the following categories: Internet presence, online storefront, and content. Nurseries/garden centers and florists show considerable variation in the information presented in the above mentioned categories. Businesses employed few interactive and content features although this a main strength of the Internet. It is suggested that businesses should improve these dimensions to fully utilize the Internet's potential for integrated marketing programs. | |
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