INTEGRATING POLICIES AND E-MARKETING AN EXAMINATION OF THE OUTCOMES ON CUSTOMER SATISFACTION CAPABILITY

Ruziah Ali, Ahmad Yusairi Bani Hashim

Abstract


Due to its depleting importance, scholarly publishing grew unpopular in an ineffective market where business is done on conventional way. University Press uses e-marketing to promote academic publication. As a widely accepted strategy, e-marketing has been used by many organizations around the world to market their daily businesses. Various studies shown e-marketing strategy is capable of providing a platform for the business enterprise. However, impact on profitability by using e-marketing for University Publication remains unexplored.  This research examined the relationship between profitability generated through e-marketing and business performance of Malaysian Public University Press. The results indicated using e-marketing can positively influence customer satisfactions and factors such as product, price, place, promotion and policies, and procedures which show significant influences on e-marketing application in the publication sector.


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ISSN : 2590-3551, eISSN : 2600-8122     

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