Doing E-Business: Strategies for Thriving in an Electronic Marketplace / Edition 1by David Taylor, Alyse D. Terhune
How can a traditional brick-and-mortar business hope to compete in the new Internet arena? In this explosive, fast-paced landscape, even the most financially secure company can stumble and fall if it fails to transform itself into an e-business. As savvy consumers increasingly have instant access to all kinds of goods and services-and can do effortless comparison… See more details below
How can a traditional brick-and-mortar business hope to compete in the new Internet arena? In this explosive, fast-paced landscape, even the most financially secure company can stumble and fall if it fails to transform itself into an e-business. As savvy consumers increasingly have instant access to all kinds of goods and services-and can do effortless comparison shopping without leaving their desks-meeting their demands has become the key to your business's survival.
Doing e-Business provides CEOs, managers, and entrepreneurs with a clear action plan for adopting e-commerce, giving you the tools you need to create a forward-thinking strategy-whether you've already begun your e-business initiative or you're just stepping up to the plate. Covering both business-to-business and business-to-consumer aspects, the authors show you how to ascertain the impact of the change, measure your progress, and develop tactical solutions to benefit your profit structure and marketing approach.
This practical, authoritative guide shatters many e-business myths (equal competition among players, the disappearance of brand loyalty), employing concrete examples from many types of companies as well as tricks of the trade that you can utilize to get immediate, real results. Plus, the unique, big-picture coverage includes analysis of the trends that are shaping the future of the Internet, offering far-reaching initiatives critical to managing an effective Web operation in this volatile climate. You get expert insight into:
* Building and managing micro-brands
* Assessing customer loyalty in the new Internet terrain
* The decline of fixed pricing
* Micro-marketplaces: the future of online exchanges
* Selling your e-business ideas to financial backers
Whether your business is looking to become e-commerce proficient or just planning how to successfully ride out the wave in years to come, you can't afford to pass up this real-world, soup-to-nuts approach to Doing e-Business.
Table of Contents
E-Consumers: Power to the People.
Building E-Motionally Involving E-Businesses.
From E-Tailing to Consumer Automation.
Building and Managing Microbrands.
Can Customer Loyalty Survive the Web?
How to Compete with the Unknown.
Web Channel Conflict.
The End of Fixed Pricing.
Emerging E-Commerce Business Models.
The Evolution of B2B E-Markets.
Collaborative Business Communities.
E-Business Technologies: Realizing Their Potential.
Conclusion: Top E-Business Trends and Practical Strategies.
Appendix: Selected Web Sites Used or Referenced in Our Research.
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