MANAGERS' PERCEPTIONS OF USING OF E-MARKETING IN B2B RELATIONSHIPS

Researchers agree that the use of the Internet is increasingly expanding in business-tobusiness (B2B) relationships in order to improve effective communication, distribution, and streamline processes with customers and stakeholders. This study examines a sample of 30 firms operating in Greece and discusses the benefits from B2B collaboration by using e-marketing. The method used for the quantitative analysis is the factor analysis and ordinal symmetric measures; Kendall’s tau-b was used. The findings show that six factors emerged from the fieldwork showing the positive managers’ perceptions for the usefulness of this tool. Finally, a model can be developed in order to improve B2B relationships via e-marketing.

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