INMA_A01.QXD
be part of the internal value chain of a company. Porter’s original work considered both the internal value chain and the extern ...
Examples which illustrate the importance of value networks to Internet marketing are the affiliate networks and ad networks desc ...
demand. A company selling business products may have a longer distribution channel involving more intermediaries. The relationsh ...
Figure 2.9 shows the operation of reintermediation in a graphical form. Following dis- intermediation, where the customer goes d ...
Market mapping and developing channel chains is a powerful technique recommended by McDonald and Wilson (2002) for analysing the ...
Location of trading in marketplace While traditional marketplaces have a physical location, Internet-based markets have no physi ...
then offers are awaited. Aggregators involve a group of purchasers combining to pur- chase a multiple order and thus reducing th ...
Business models in e-commerce A consideration of the different business modelsmade available through e-commerce is of particular ...
but most will focus on a single category for each perspective. Such a categorisation of business models can be used as a tool fo ...
He gives the example of some industries using the Internet to change the basis of com- petition away from quality, features and ...
companies can identify the opportunity for influencing and delivering sales online. They can also understand the drivers to usag ...
This model is instructive for improving Internet marketing within an organisation since these different types of conversion effi ...
In this example, the organisation seems highly efficient in attracting visitors to the site, but less efficient at converting th ...
cannot afford to access the Internet. For example, Figure 2.15 shows that Internet access is now increasing less rapidly in Euro ...
An additional factor relating to consumer Internet usage is the type of Internet access. Some countries now have significant lev ...
2 The Internet is used at every stage of the research process from the initial scan to the more detailed comparison and final ch ...
that these types of tools provide an incredible opportunity to understand customer search behaviour together with assessing a co ...
criteria for purchase include product characteristics, familiarity and confidence and con- sumer attributes. Typical results fro ...
web site design (see Chapter 7 for a discussion of this approach). This is an extension of the traditional marketing approach of ...
market. Since these factors will vary throughout each country there will also be regional differences. Access is usually much hi ...
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