Articles
THE INTERNET AS A MARKETING TOOL IN ORNAMENTAL HORTICULTURE: AN EXPLORATORY INVESTIGATION
Article number
429_34
Pages
273 – 278
Language
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.
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.
Authors
W. Reinartz
Keywords
World Wide Web, WWW, USA, Content analysis
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