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Internet Adoption by Australian Wineries: Perceived Benefits and Direct Marketing Practices

Sellitto, Carmine (2004) Internet Adoption by Australian Wineries: Perceived Benefits and Direct Marketing Practices. International Journal of Wine Marketing, 16 (3). pp. 58-72. ISSN 0954-7541

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Abstract

This article reports on research that examined internet adoption by 225 Australian wineries. Findings indicate that this new technology has been widely embraced by the industry and that numerous perceived benefits, especially associated with e-mail marketing, are being achieved. The study found that many wineries collected e-mail addresses for marketing purposes, whilst many engage in a high degree of direct marketing using the e-mail medium to distribute newsletters. Smaller wineries appear to be the main proponents in using the Internet, the study concluding that this group achieved the highest proportion of Web sales. A link was established between small wineries that had a high use of e-mail permission marketing and increased web sales.

Item Type: Article
Uncontrolled Keywords: ResPubID6802, Australia, small winery, internet, permission marketing, direct sales
Subjects: Faculty/School/Research Centre/Department > School of Management and Information Systems
FOR Classification > 0806 Information Systems
Depositing User: VUIR
Date Deposited: 20 Mar 2012 05:54
Last Modified: 20 Mar 2012 05:54
URI: http://vuir.vu.edu.au/id/eprint/2653
DOI: 10.1108/eb008779
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