Do Internet-Based Promotion Efforts Work Evaluating MarketMaker Report as inadecuate

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MarketMaker is one of the most extensive collections of electronic searchable food industry-related data engines in the country with over 17,500 profiles, including over 7,600 agricultural producers. This article summarizes the results of a survey that assesses the impact of MarketMaker on agricultural producers registered on the website. Results indicate that, by participating on MarketMaker, producers' annual sales have increased by about $121. The number of contacts received, new customers gained, and increased annual sales due to participation in the site are positively related to self-registration on the MarketMaker site, time since registration, and monthly time devoted to the website .

Keywords: e-commerce ; economic impact ; effectiveness ; direct marketing ; nonparametric methods ; supply chain

Editor(s): Epperson, James

Escalante, Cesar

Subject(s): Demand and Price Analysis

Issue Date: 2011-2011-2011

Publication Type: Journal Article

ISSN: 0738-8950

Language: English Published in: Journal of Agribusiness, Volume 29, Number 1 Page range: 161-180

Record appears in: Agricultural Economics Association of Georgia > Journal of Agribusiness

Author: Zapata, Samuel D. ; Carpio, Carlos E. ; Isengildina-Massa, Olga ; Lamie, R. Dave


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