Internet Marketing for Residential Real Estate Development Companies in Addis Ababa Opportunities and Challenges
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Date
2008-06
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A.A.U
Abstract
Internet marketing is the practice of introducing, promoting and communicating customers
for products and services using the internet. It has been used since the introduction of the
Internet by different industries. Real estate companies in the developed countries use
Internet marketing integrating with their business strategies. The practice is new for
Ethiopian companies and enough research has not been done in this aspect. The aim of this
study was to explore the opportunities and challenges of Internet marketing for real estate
development companies in Addis Ababa. The external ICT environment and the internal
environment was the focus of the analysis. A sample of eighteen companies was used to
examine their internal environment with respect to Internet marketing. The response of
sixteen companies were obtained and analyzed. It was found out that the sample companies
had very limited experience with Internet marketing. Potential benefits, with respect to
customer relations (e-CRM), research (e-Research), promotional areas, were observed.
Challenges posed by the External ICT environment were also important points to consider
by the companies while formulating their Internet marketing and overall business
strategies
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Keywords
Addis Ababa opportunities, Development Companies