EAN: 9783384187147

INTERNET MARKETING FOR FASHION JEWELRY - AGNES ...

Small business owners who fail to apply effective Internet marketing strategies could
negatively affect customers' purchasing decisions  and business profitability and
sustainability. The purpose of this multiple case study was to explore effective Internet
marketing strategies online fashion jewelry business owners used to maintain or increase profit
levels. Competitive advantage theory was the conceptual framework for the study.Data were
collected via semistructured interviews with 3 online fashion jewelry business owners located
in the northeastern region of the United States who were in the same business for more than 5
years and generated at least $100 000 in annual revenue

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