Download Electronic Commerce: The Strategic Perspective by Richard T Watson PDF
By Richard T Watson
This fascinating new textual content from The Dryden Press presents a strategic advertising and managerial point of view of digital trade. The learn of the 4 hugely certified authors presents the root for the booklet, taking into account first-hand adventure, various viewpoints, and relevance. positive factors: * the various principles awarded have stood the attempt of displays by way of practitioners in additional than a dozen nations. * Reader-friendly and fascinating writing sort, illustrated with many sensible examples of digital trade in motion. * instructed instances for every bankruptcy let teachers to simply collect the situations they wish for his or her classification from the publishers, i.e., Harvard company college, ecu Case Clearing residence. * The textual content has a global scope. digital trade examples from in the course of the international are used, and all financial values are expressed in US money and Euros.
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Sample text
Text, audio, video, and hyperlinking) to achieve marketing goals. This chapter, abundantly illustrated with instances of how companies are using the Internet to market wisely, presents the I2M model. A concluding case study demonstrates how one company, Benetton, is fashioning a coherent Internet-based strategy. Internet technology for supporting marketing To understand the potential of Internet marketing, knowledge of the different Internet tools is necessary. For convenience, some of these tools are grouped together and treated collectively because of common features (see See Internet technologies).
For instance, a marketing manager tracking the CAD/CAM software market in Germany can set a profile that displays links to new stories on these topics. On future visits to the Ziff-Davis site, the manager can click on the personal view button to access the latest news matching the profile. The Mayo Clinic uses the Internet Chat facility to host a series of monthly on-line forums with Clinic specialists. The forums are free, and visitors may directly question an endocrinologist, for instance. Thus, visitors can get advice on their particular ailments.
The flow of information is predominantly from the seller to the buyer. However, the Web puts this flow in reverse thrust. Customers have considerable control over which messages they receive because it is primarily by visiting Web sites that they are exposed to marketing communications. 1 The Web increases the richness of communication because it enables greater interactivity between the firm and its customers and among customers. The airline can e-mail frequent flyers special deals on underbooked flights.