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Ethical issues relating to the use of the Internet and the implications for managers and business practice

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Author Info

  • Mihai Orzan

    ()
    (School of Marketing, Academy of Economic Studies)

Abstract

The IT&C industry products are ubiquitous in modern society. However, their specificity led, for a long time, to a so-called “marketing blind-spot” in the IT industry, situation especially evident after the Microsoft devastating success from the early nineties. Microsoft was the first IT company to use large scale marketing techniques, among whom was an obscure (at the time) approach to qualitative marketing research known as “usability testing”. This technique was employed to determine if a user interface was appropriate and comfortable for its intended users. Usability testing adoption in the IT industry generated a wealth of information about how users interacted with IT products, information that is paramount in gaining an upper hand in today’s highly competitive Information Society.

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File URL: http://www.edumark.ase.ro/RePEc/pdf/Mihai1.pdf
File Function: Latest version, 2007
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Bibliographic Info

Paper provided by Academy of Economic Studies, School of Marketing in its series working papers with number 1005.

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Length: 4 pages
Date of creation: Apr 2006
Date of revision: Apr 2007
Publication status: Published in the "Marketingul intreprinderilor romanesti in contextul integrarii europene" Conference, April 2006.
Handle: RePEc:ase:wpaper:1005

Note: Full text available only in Romanian.
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Web page: http://www.edumark.ase.ro

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Keywords: Internet; usability; marketing research; website design;

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