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dc.contributor.authorFunk, Danielen_US
dc.contributor.authorFilo, Kevinen_US
dc.date.accessioned2017-04-24T11:50:39Z
dc.date.available2017-04-24T11:50:39Z
dc.date.issued2005en_US
dc.date.modified2009-12-16T07:07:42Z
dc.identifier.issn10616934en_US
dc.identifier.urihttp://hdl.handle.net/10072/27583
dc.description.abstractThe Internet has developed faster than any other form of electronic technology or communication. As a result, businesses strive to improve their Internet presence and evaluate their website communication. The majority of Internet marketing research has focused on the content analysis using traditional marketing mix elements: product, price, promotion and place. The present study advocates a more consumer-oriented approach to Internet marketing that allows sport organizations to coordinate venue-based consumer experience with virtual content provided on Internet websites to capitalize on features of the product that consumers find attractive. Three studies were conducted to determine product features that appeal to consumers of women's professional sport and evaluate the sport organizations' websites for the communication of this content. The results show some congruence between the product features identified by event attendees and the website communication. However, the variability in the presentation and accessibility of these factors suggest a need for league wide content guidelines as well as enhanced efforts to allow consumer interest to help shape Internet marketing efforts. After a discussion of the results and their implications for marketers, limitations and directions for future research are detailed.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherFitness Information Technology, Inc.en_US
dc.publisher.placeUnited Statesen_US
dc.publisher.urihttp://www.fitinfotech.com/smqEletricVersion/smqWVU.tplen_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom112en_US
dc.relation.ispartofpageto122en_US
dc.relation.ispartofissue2en_US
dc.relation.ispartofjournalSport Marketing Quarterlyen_US
dc.relation.ispartofvolume14en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode370403en_US
dc.titleCongruence Between Attractive Product Features and Virtual Content Delivery for Internet Marketing Communicationen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Tourism, Sport and Hotel Managementen_US
gro.date.issued2005
gro.hasfulltextNo Full Text


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