The Austrian Country Market: a European case study on marketing regional products and services in a cyber mall

摘要

"Small and mid-sized businesses throughout the G7 are far behind large corporations in getting hooked up to the global Internet ..." Dunlap, 1996. The Austrian Country Market (ACM) is a notable exception, and this paper describes the contents and purpose of the ACM website, a cyber mall for regional food specialties and tourism. The experiences gained from 3 years of marketing to a German-speaking Internet population are presented. The paper also presents some of the insights gained from an analysis of server logfiles, e-mails, and a customer satisfaction survey. Some of the difficulties of marketing on the Internet in Europe are also highlighted.