《Internet integration in business marketing tactics》.pdf

Industrial Marketing Management 32 (2003) 3– 13 Internet integration in business marketing tactics J. David Lichtenthala,*, Shay Eliaza,b aDepartment of Marketing, Zicklin School of Business, Baruch College, City University of New York, Box B12-240, One Bernard Baruch Way, New York, NY 10010, USA bMinistry of Defense, Government of Israel, Manhattan Branch, New York, NY, USA Received 1 January 2001; received in revised form 15 August 2001; accepted 4 October 2001 Abstract Companies have got to learn to eat change for breakfast. Tom Peters . . .it behooves us to adapt oneself to the times if one wants to enjoy continued good fortune. Niccolo Machiavelli Business Marketing Management (BMM) over the Internet has been receiving a ‘‘lot of ink’’ in current periodicals and to a lesser degree in academic literature. Practice changes so rapidly that principles emerging from last month’s successes may need revision before they are derived and printed. There is yet a general theory of business-to-business Internet integration. Nonetheless, there is a need to build such knowledge on ‘‘the fly,’’ and to attempt to see patterns even if they have a short life span. The present work takes a look at the state of business-to-business Internet marketing practices as the year 2000 came to a close for larger companies. Not surprisingly, and just like the hardware that make Internet distribution density