Relationship marketing in online business‐to‐business markets

The Internet has the potential to alter many aspects of current marketing theory and practice. Most early research studies have focused on the role of the Internet as a promotional tool. More recently, case‐based studies are beginning to emerge on how the Internet may alter the marketing management process. There is a need to compliment these studies with additional quantitative research. This study examines the influence of marketing style on the utilisation of the Internet among small UK manufacturing firms. Insufficient evidence was found to support the view that relationship‐orientated firms, when compared with transactionally‐orientated competitors, exhibit differing perceptions about the nature of online markets. Quantitative differences were identified, however, in relation to use of information management systems and the management of internal organisational processes. The implications of these findings are discussed and proposals made concerning the need for further research.