INMA_A01.QXD

CHAPTER 11· BUSINESS-TO-BUSINESS INTERNET MARKETING Google(Mountain View California) offers: Engineers paid time for working on ...

Commercial exchanges in B2B markets In addition to creating the rightculture a company needs to consider the characteris- tics o ...

CHAPTER 11· BUSINESS-TO-BUSINESS INTERNET MARKETING B2B markets Traditionally, there are three main types of organisational mark ...

COMMERCIAL EXCHANGES IN B2B MARKETS adoption of the Internet expanded it emerged that informationwas at the heart of value cre- ...

CHAPTER 11· BUSINESS-TO-BUSINESS INTERNET MARKETING involve adoption of a wide range of Internet technologies and web-based appl ...

COMMERCIAL EXCHANGES IN B2B MARKETS Figure 11.4Directgov Source: Directgov http://www.direct.gov.uk/Homepage/fs/en Jupiter Resea ...

CHAPTER 11· BUSINESS-TO-BUSINESS INTERNET MARKETING Online communications are not just being used at the initiation and processi ...

COMMERCIAL EXCHANGES IN B2B MARKETS for the Internet marketers is that access to information empowers the buyer in the purchas- ...

CHAPTER 11· BUSINESS-TO-BUSINESS INTERNET MARKETING
Online purchasing auctions: Real-time online purchasing auctions are used b ...

Trading relationships in B2B markets Application service provision CommerceOne, SAP Portals, Hewlett-Packard and other organisat ...

CHAPTER 11· BUSINESS-TO-BUSINESS INTERNET MARKETING The exchange process Traditionally, the exchange processwould be initiated b ...

TRADING RELATIONSHIPS IN B2B MARKETS informed about a potential purchase, thereby reducing the risks associated with the functio ...

CHAPTER 11· BUSINESS-TO-BUSINESS INTERNET MARKETING reseller markets following the collapse of the dot-com bubble, circa 2000. I ...

DIGITAL MARKETING STRATEGIES many companies were accused of a lack of strategic planning, which was ultimately said to be the ca ...

CHAPTER 11· BUSINESS-TO-BUSINESS INTERNET MARKETING
usually involved in long-term relationships, making it more worthwhile to s ...

largest numbers of outlets are most likely to have the investment resources, skilled personnel, scale and sophis- tication of lo ...

remains stable between 55% and 85% (see Figure 11.7).
Significant variation across industries in levels of uptake of e-commerc ...

CASE STUDY 11 Figure 11.9Levels of sophistication of technology adoption Source: DTI International benchmarking study 2004, http ...

Questions 1 Suggest three different marketing objectives that an organisation operating in the B2B sector might identify to guid ...

References 8 Digital marketing strategies are not always integrated into a business’s wider planning activities. However, this i ...