TAILIEUCHUNG - HARNESSING WEB 2.0 FOR BUSINESS TO BUSINESS MARKETING - LITERATURE REVIEW AND AN EMPIRICAL PERSPECTRIVE FROM FINLAND

Enrolled Deakin students may apply to complete one or more residential units. However, because of the demand for places, we may not be able to accept all applicants into the unit of their first choice. (It is important to limit the number of participants in each residential in order to ensure the interactive and collaborative character of the units.) Residential units may also be undertaken by approved managers and professionals who may wish to undertake an MBA unit as an executive development opportunity. Managers and professionals interested in undertaking a residential as a standalone executive development activity should contact. | FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION UNIVERSITY OF OULU WORKING PAPERS No. 29 Tuula Lehtimaki Jari Salo Heidi Hiltula Mikko Lankinen HARNESSING WEB FOR BUSINESS TO BUSINESS MARKETING - LITERATURE REVIEW AND AN EMPIRICAL PERSPECTRIVE FROM FINLAND UNIVERSITY of OULU OULUN YLIOPISTO OULU 2009 Tuula Lehtimăki Jari Salo Heidi Hiltula Mikko Lankinen Taloustieteiden tiedekunta Oulun yliopisto Faculty of Economics and Business Administration University of Oulu Osoite PL 4600 Address 90014 Oulu Finland Puhelin Phone 358 50 4675154 Salo Telefax 358 8 553 2906 e-mail ISBN 978-951-42-9119-7 ISSN 1459-8418 ISBN 978-951-42-9120-3 ELEKTRONINEN VERSIO Oulu University Press April 2009 Tuula Lehtimăki . Bus. Adm. . Tech. Jari Salo Dr. Bus. Adm. Heidi Hiltula . Bus. Adm. Mikko Lankinen student University of Oulu Faculty of Economics and Business Administration Harnessing web for business to business marketing -Literature review and an empirical perspective from Finland Abstract The purpose of this report is to round up current literature and other published sources on harnessing web for business-to-business marketing and add an empirical perspective on the subject from Finland. Web means technologies that enable users to easily communicate and organize create and share content. By web tools we mean blogs and podcasts social networks communities content aggregators and virtual worlds. Based on the literature review we present pros and cons of every tool for marketing purposes. Among the examined Finnish industrial firms the utilization of web is still low but blogs wikis and video sharing raised some interest. Overall web provides firms with benefits still largely unexplored and we believe that the importance of internet marketing will continue to grow. Key words Web Internet Business to business marketing Industrial marketing Space does not permit the authors to name all the interviewees

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