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Optimising e-marketing criteria for customer communication in food and drink sector in Greece

Author

Listed:
  • G. Tsekouropoulos
  • Z. Andreopoulou
  • A. Seretakis
  • T. Koutroumanidis
  • B. Manos

Abstract

In modern societies, internet has become 'the key to success' for businesses, as it offers various advantages and benefits in e-commerce through e-marketing. The case of Greece was selected, as there are many enterprises in the food and drinks sector that have already created a web presence in various stages of maturity. This paper studies the use of e-marketing criteria in e-market places in the internet that support e-commerce activities referring to modern network applications and ways of promotion and function of enterprises. Therefore, the paper aims to optimise and evaluate them qualitatively and quantitatively according to six e-marketing criteria using the multicriteria method of PROMETHEE II and further to classify them in groups. Finally we can identify and describe the optimum group of e-market places to be used as a model for designers of websites promoting e-commerce activities within the wider area of food and drinks with enhanced customer communication services.

Suggested Citation

  • G. Tsekouropoulos & Z. Andreopoulou & A. Seretakis & T. Koutroumanidis & B. Manos, 2012. "Optimising e-marketing criteria for customer communication in food and drink sector in Greece," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 9(1), pages 1-25.
    • Handle: RePEc:ids:ijbisy:v:9:y:2012:i:1:p:1-25
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    Citations

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    Cited by:

    1. Tsekouropoulos Georgios & Vatis Stilianos-Eustratios & Andreopoulou Zacharoula & Katsonis Nikolaos & Eugenia Papaioannou, 2014. "The aspects of internet-based management, marketing, consumer?s purchasing behavior and social media towards food sustainability," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 2014(2), pages 207-222.
    2. Zeng, Yiwu & Jia, Fu & Wan, Li & Guo, Hongdong, 2017. "E-commerce in agri-food sector: a systematic literature review," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 20(4), February.
    3. Rosa Misso & Zacharoula Andreopoulou, 2017. "Wine and Health: A sustainable governance for a responsible communication," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 0(1), pages 91-105.

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