The Auction App: How Companies Tap the Power of Online Auctions to Maximize Revenue Growth: How Companies Tap the Power of Online Auctions to Maximize Revenue Growth [NOOK Book]

Overview

How to Use Online Auctions to Slash Your Company's Costs--and Dramatically Expand Your Marketing Reach





Online auctions have emerged as today's most efficient tool for businesses to streamline their supply chains and gain fast, economical access to millions of new customers. The Auction-App details how companies--from hometown mom-and-pop...

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The Auction App: How Companies Tap the Power of Online Auctions to Maximize Revenue Growth: How Companies Tap the Power of Online Auctions to Maximize Revenue Growth

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Overview

How to Use Online Auctions to Slash Your Company's Costs--and Dramatically Expand Your Marketing Reach





Online auctions have emerged as today's most efficient tool for businesses to streamline their supply chains and gain fast, economical access to millions of new customers. The Auction-App details how companies--from hometown mom-and-pop stores to multinational corporations--are using Internet auctions to find the best deals on goods and services while, at the same time, locating cost-effective markets for their frontline products and excess inventory. Let it show you how to tap into the online marketplace, and begin to enhance your organization's competitive stance today!





Praise for The Auction-App...



"If you want to harness the power of the online auction to reach new customers, then read The Auction-App with a highlighter pen and notepad. You'll gain valuable insights into how auctions can help you enhance your customer relationships and add depth to your customer database."--Todd Simon, Senior Vice President, Omaha Steaks



"Hits the sweet spot of the post-bubble Internet. Two veterans of the first and second Web generations share their wisdom with the third generation. Harden is a master not of the new-new thing, but of the real thing."--Robert R. Frump, Former Vice President, Standard & Poor's Electronic Media



"Before you cave in to the increasingly tired theme of the viability of e-commerce, take a look at The Auction-App. Within its pages you'll find examples and illustrations of businesses gaining full use of the dynamics that e-Business and online marketplaces afford."--Kent Allen, Research Director, Aberdeen Group



Three reasons your business needs to take advantage of online auctions:



1. Online auctions provide instant, low-cost exposure to new markets and opportunities.



2. Auctions help you enhance brand loyalty and develop a brand experience among your online audience.



3. It is virtually certain that your sharpest competitors are already there!





As you read these words, online auctions are redefining decades-old supply chain relationships and business practices. Many of today's largest and most successful companies--from Hershey's and Wal-Mart to IBM and Sun Microsystems--have made online auctions an integral component of their sales and supply operations.





The Auction-App is the first book to explore the exciting new world of B2B and B2C online auctions from a marketing point of view. It shows you how to seamlessly weave online auctions into your company's sales arsenal, all in everyday, non-technical language designed to demystify this developing marketplace.





Written by Leland Harden and Bob Heyman, two online auction pioneers who were early advisors to today's online auction success stories, this straight-talking business guide provides you with:





  • Easy-to-follow techniques for moving your business into online auctions

  • Explanations of the best software and services for taking part in e-commerce auctions

  • Core principles for conducting successful auction business on the Internet, both as a buyer and as a seller

  • Complete analyses of traditional auction methods--from English and Dutch to Reverse and Reserve--and how each have been adapted to the online environment

  • Case studies and insights from decision-makers who have increased their profit margins through understanding--and utilizing--online auction technologies





The Internet is an integral part of today's business dynamic, and market leaders--or those who want to replace the leaders--can't afford to overlook any interactive Web opportunities. The Auction-App will show you how to retain an airtight online connection with both your customers and your suppliers, instantly cut expenses and increase revenues using today's online auction marketplaces, and seamlessly integrate online auction selling and buying into every aspect of your company's daily operations.

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Product Details

  • ISBN-13: 9780071406222
  • Publisher: McGraw-Hill Education
  • Publication date: 3/1/2002
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition description: PRINTABLE, File Size: 2.2MB
  • Edition number: 1
  • Pages: 304
  • File size: 2 MB

Meet the Author

Leland Harden and Bob Heyman are cofounders of Cybernautics, a pioneering Internet marketing firm that merged with US Web in 1997. Harden has written for AdWeek, DM News, and Interactive Marketing News and is a regularly featured expert on national television and radio. Heyman is founder and principal of New Canoe, an online relationship marketing firm, and is a nationally recognized authority on online marketing.

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Table of Contents

Preface
Acknowledgments
1 The Case for Participating at Auction 1
2 A Brief History of Internet Auctions 23
Special Section: Community-Based Selling and Peer-to-Peer Psychographics 37
3 Finding the Relevant Marketplace 47
4 Software and Services for Creating an E-Commerce Auction Infrastructure 67
5 Key Elements for a Successful Auction on Your Own Site or a Portal 89
Special Section: Case Studies 109
6 Resources for Researching Your Auction Initiative 129
7 Getting Beyond Being a "One-Trick Pony" 195
8 Strategies to Protect Profit Margins 217
Special Section: Navigating the Online RFQ 237
9 Taking the Ball and Running with it 243
App Reversal of Fortune: The Changing Face of Government Procurement and How to Bid for Government Contracts Online 257
Index 281
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