Internet 提供技術上的結構，使得人們可在線上溝通。Internet 的架構使人們可以經由線路撥接而連上全球網World Wide Web (WWW).
Internet 可以讓人們提供現有客戶、潛在客戶及生意夥伴從家裡或他們的辦公室很容易的得到有關公司及產品的資訊。
一旦你在網路上建立一個網站，你將可以提供貨品或服務而進行交易。
“電子商務行銷經理班”論文
Successful Strategies for e-Commerce
Author: Mr.Anmin LIN ﹝林安敏﹞
學號: N8900128K
e-Mail: anminlin@scourer.org (private)
Personal Web Site: http://lin.s5.com
Brief introduction of author: Mr.LIN is a marketing professional with over 20 years experiences of working in various domains of sales & marketing, management, and training for leading international pharmaceutical companies in Taiwan. He was trained in Paris for one year and half year in Japan for international marketing. He could use English & French for communication. Mr.LIN also participated the MBA Distance Program of Leicester University, UK.
I. Thesis Contents ﹝論文目錄﹞
4. What are first, second, third, and fourth generation web sites?
5. Difference between e-Commerce and e-Business
10. Economic phenomenon in e-Commerce
12. Impact on Brand Positioning under Internet World
13. Methods for Brand Positioning
14. Strategic questions before implementing e-Commerce
15. Benefits of a successful e-Commerce strategy
16. Principles of high payoff e-commerce applications
17. Methodology for using e-commerce to create competitive advantage
18. Five Steps to success in e-Commerce
19. Eight critical success factors
20. What does a successful site look like?
21. How should graphics be used on a web site?
22. What data should be tracked on your site?
23. How to use a survey to capture data on site visitor?
24. Drive traffic to your web site
自從西元2000下半年起，NASDAQ 股市下滑，網路公司破產或大幅裁員，股東經不起長期虧損而撤資，時有所聞。轉眼間，電子商務產業似乎已經泡沫化，不再像前幾年般的一片無限美景。 令人不禁懷疑電子商務產業的將來性。
本篇論文為作者參與中華民國資訊管理研究發展協會所舉辦之電子商務行銷經理認證班結業時所作。在文中，將探討傳統經濟學以及行銷理論在電子商務時代之演變及可用性，並分析、引用國外最新有關網際網路時代的行銷及管理的理論，而歸納出“電子商務成功的策略”。
討論電子商務策略之前，我們先回顧一下什麼是網際網路及其功用：
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Internet 提供技術上的結構，使得人們可在線上溝通。Internet 的架構使人們可以經由線路撥接而連上全球網World Wide Web (WWW). |
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Internet 可以讓人們提供現有客戶、潛在客戶及生意夥伴從家裡或他們的辦公室很容易的得到有關公司及產品的資訊。 一旦你在網路上建立一個網站，你將可以提供貨品或服務而進行交易。 |
3. What is e-commerce?
電子商務是經由網際網路進行產品或服務的線上交易，包括B2B (business-to-business) 以及B2C ( business-to-consumer);最近又有人喊出C2C (Consumer-to-consumer),例如：ICQ 由一群C 寫出來的東西給另一群C看，讓兩群C互動，稱為C2C。
安全性是企業在網路交易上一個非常重要的議題。目前已有許多可靠的技術保障企業在網路交易的安全性。
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建置一個使用安全伺服器交易的網站，將可保護企業及顧客在線上購買的安全。 |
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在網路使用信用卡購物，只要有加密措施，即使被截取，仍比使用電話進行信用卡交易來得安全。 |
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加密措施可確保在被截取時，無法被讀取。 |
除非有安全的伺服器及加密技術，否則不該建置電子商務網站。
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第一代網站 – 企業建立簡單的“線上說明書”網站。 |
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第二代網站 – 經營者建立的網站用以反應企業的狀況：投資者關係，企業使命說明，以及總裁致詞。 |
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第三代網站 – 當企業了解到網際網路驅動B2B 及B2C 的潛能時，網站變得更單純，更快，而且更專注於網站造訪者的特定需求。 |
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第四代網站 – 這是未來的網站，第四代網站在構造上類似第三代網站，差別在於較富活力而且密切整合於企業的整體運作。 |
5. Difference between e-Commerce & e-Business
電子商務和電子商業有何不同？
E-Commerce 電子商務 :行銷 、銷售行為、透過Internet 來進行商品與資訊的買賣與服務
E-Business 電子商業:
企業經由Internet ，引領客戶進行一種全然不同的商業模式，並藉此來改善企業的整體效率。
目的：為了提昇服務品質、降低成本及開拓新的銷售管道。
e-Business = ECRM + SCM + ERP + EC
新浪網 (SINA) 在西元二千年元月針對華人進行市場調查，藉以發現網民的分佈狀態及特性。有效樣本數如下：
Taiwan: 12,813
Hong Kong: 524
China: 5,890
USA: 2941
World wide : 200 million population browsed on Internet
Taiwan : 4 million population on Internet
上述市場調查資料在以往的行銷觀念就已經夠用了，可是，這些資料無法解釋消費行為的原因，而且無法解釋什麼驅使消費者去購買。美國加州的SRI International 公司針對這問題發展出一套方法，稱為消費心靈學 “Psychographics”.
它可以發現哪種顧客會買哪種產品，以及為什麼購買。這種方法被企業用來針對目標顧客而量身定作產品。這套系統稱為 “ VALS”, 即”Value and lifestyles”. 它將美國人口依照資源及刺激因素分成八區，消費者被分類為： Struggler, Maker, Striver, Believer, Achiever, Fulfilled, and Actualizer.
網際網路上電子商務的財源收入可分為四大類：
1. 網路訂戶訂費 (Subscription fees)
2. 廣告費﹝約值 NT$0.25 billion in 1999 in Taiwan﹞
3. 產品銷售及服務費用
4. 交易佣金收入
A. Internet System providers
ISP (Internet Service Provider)
Hinet, Seednet, Isnet, TISnet , Htnet, GIGA Net, 廣通，年代資訊，東森寬頻, GIGA Net.
ASP (Application Service Provider)
台灣道爾，台灣網虎，怡康軟體
Search engines
龍捲風科技，網擎資訊
Internet peripheral equipment
昇陽，甲骨文，亞特列士
B. ICP Web Sites
1. Portal sites
YAM, KIMO (acquired by Yahoo in 2000), SINA, YAHOO.
2. Financial Web sites
SmartNet, Hoya Net, 巨亨網，哈網，23xx電子論壇
3. Community web sites
City Family, 人人網站，八卦王，8d8d,紅群部落
4. News Web sites
中時電子報，明日報，PC Home, UDN 聯合新聞網
5. Travel Web sites
EZTravel, 17Travel, Travelking, Anyway
6. Entertainment Web sites
娛樂讀賣，星貝達網站，東方明星網
7. Subject Web sites
國家網路醫院，Rose花坊，便當王，SheSay網，生日網
C. e-Commerce Web Sites
1. Shopping Web Sites
博客來網路書店，飛行音樂站，摩比家，安瑟數位
2. Auction Web Sites
1Dollar, 酷必得，拍賣王，大買賣
D. Internet Service Style
1. Service Web Sites
104人力網站，年代售票網，折扣便利網，Airliner web sites
2.Website Marketing & advertising
247, Double Click, 威博康迅，多寶格，數位互動行銷
3. Site Builder / System Developer
摩奇行銷，百傳數位，台灣雅虎
在傳統的經濟學理論，市場需求決定了價格以及供應，供需之間應保持平衡。當市場需要減少時，價格下跌，供應減少；相反的，需要增加時，價格及供應也跟著上揚。它的理論乃是“供應等於需求”。傳統市場供需之間的摩擦及延緩導致景氣週期與不穩定性。然而在今日，這種“供應等於需求”的理論在電子商務世界已被推翻。
另一個被推翻的傳統經濟學理論為：“市場變得越來越大時，有更多的消費者擁有該產品，該產品的價值因而越來越減少。”
10. Economic phenomenon in e-Commerce era
新經濟時代已經來到了。在電子商務世界，當供應增加時，價格下降，但是需求反而被刺激成長。這就違反了傳統的經濟學理論。
In the traditional economic law, there is “Diminishing marginal return”﹝報酬遞減定律﹞. For example, the more foods people are eating, the less people feel hungry. But it is reversed in the e-Commerce era. The more the consumers are eating, the hungrier they feel.
Take example of Microsoft product users, they all wish to buy more software products from Microsoft. Because they are used to the software and don’t want to learn another new system. Consequently, they keep buying the new products from Microsoft. We can eyewitness more such phenomenon in e-commerce world. All the tactics of reducing selling price, targeting at basic customer group and generate a “virtual community” did stimulate the needs.
Such a “positive feedback” mechanism ﹝正回饋機轉﹞continuously accumulates the market needs. In the end, there is no “ diminishing marginal return” law. Netscape has demonstrated such a “positive feedback” mechanism. Netscape gave its browser “free” to all. The consequence is that Netscape becomes a mainstream in the market. Today, we still can see many .com companies and ASP (application service providers) are copying such a strategy.
In e-Commerce era, there is “information added value”﹝資訊附加價值﹞. The information added value cumulates the learning experiences to create further value. Such ”Cumulative Learning” enhanced the speed in learning. Such a cycle of learning curve has upgraded the computer science to grow at a speed of 500 times every 10 years. Living in the Internet world, enterprises and individuals must react within a short period of time after the event happened.
The concept of unlimited shelf space in the Internet World and zero marginal costs have overthrown the traditional economic rationale of “supple equals to the needs”. The revolution has generated some new laws in new economy. They are: Moore’s Law, Davidow’s Law and New Lanchester Strategy.
Moore’s Law is a performance –learning curve. It considered that the computer processing ability would increase one time every 18 months. It decides the speed in new economy, calculating by the unit of “Internet Time”. Under this new law, a product life cycle is shortened to 18 months.
Under Davidow’s Law, the enterprise has to upgrade own products before the competitors launch a new product. The first entry will gain the 50% share of the market segment. This law is deeply believed by Intel and its competitors. Gordon Moore and William Davidow all worked for Intel before.
Frederick William Lanchester developed “mathematical theory of strategy” in 1916,which influenced Bernard Koopman (father of operation research). W.Edward Deming in 1960 promoted the concept of Lanchester to Japan. Nobuo Taroka modified it and became the marketing guidelines in Japanese consumer market.
It provided with a series of instructions to teach marketing managers how to encounter competitors. Market share is used as competing power. Marketing budget is the weapon. The market share is aimed to push as high as possible, but not to reach 74%, which is already a monopoly situation. In Lanchester Law, when a market share of 73.9 is achieved, the enterprise would face the following situation:
- Difficult to stimulate more needs
- Induce other category’s competition
- Disappearance of the relation between market share and profitability.
The Trafalgar strategy under Lanchester Law is to identify who is the weak competitor and set a “Shooting Range” to destroy it. In a market over two competitors, if any of two competitors’ market share is within 1.7 times of the other side, they are within each other’s shooting range.
The setting of marketing budget is according to a “Square Rule”﹝平方定律﹞. It means if X Company wants to beat Y Company, the square root of its marketing budget must be equal or larger than Y Company’s budget.
All these new economic laws will bring the products, services or specification to a mainstream market﹝主流市場﹞. The “lock-in” ﹝鎖定﹞target consumer is the secret to get a firm “mainstream” position in the market.
In summary, today’s economic theory can be called “inverse Economics”﹝逆經濟學﹞ or “ Friction-free Economics”﹝無阻力經濟﹞(as described by T.G.Lewis, Dean of Monterey Naval Postgraduate School, California). For example, the products such as mobile phone, TV or Video, the quality has becoming better and better, the speed have become quicker, while the price has become cheaper.
Conventional marketing thinking has emphasized the following:
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Organized by product units. |
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Focus on profitable transactions. |
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Judge performance primarily by financial results. |
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Focus on satisfying shareholders. |
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The marketing department does the marketing. |
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Build brands primarily through advertising. |
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Emphasize customer acquisition. |
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Measure customer satisfaction. |
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Over-promise to get the order. |
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Make the firm the unit of analysis |
Today there is a new marketing paradigm emerging with the following elements:
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Organize by customer segments. |
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Focus on customer lifetime value. |
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Look at marketing metrics as well as financial ones. |
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Focus on satisfying several stakeholder groups. |
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Everyone in the company does marketing. |
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Build brands through company behavior. |
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Emphasize customer retention. |
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Measure customer value and loyalty. |
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Under-promise, over-deliver. |
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Make the value-chain the unit of analysis. |
The bottom line is that markets are changing faster than marketing. Today most company marketing strategies are obsolete. This is the major reason that most .com companies are closing down or are downsizing its organization.
In the World Wide Web, technology-empowered customers target the marketers. The hunters are becoming the hunted. Under the new Economy, marketers need to shift from a “customer-as-target” focus to viewing each customer as a relationship that must be cultivated; from fixed to adaptive product and service offerings; from planning to discovery; from interpretation to facilitation; from competition to collaboration; from substitutes to complements; and from value chains to business webs.
Segmentation ﹝市場區隔﹞and targeting ﹝目標鎖定﹞are two key elements of marketing planning. The essence of new marketing laws in the e-commerce era is PICN factors.
“P”- stands for “Personalization”(個性化).
Personalization means the product will be designed according to special life style. The target market is market-of-one. It means to design the product targeting at personal market.
Take example of “Xulu Entertainment company”, which is a chain nightclub providing with personalized entertainment and meals. This company will talk to the customer face-to-face to understand the preference of the customer, the way to dine, and whom they like to dine together with. Then, the nightclub will arrange a party according to personal need.
“I”- stands for “Individualization”﹝個人化﹞.
Individualization means the product and the promotion are targeted at certain individuals.
“C”: - stands for “Customization.” ﹝量身訂做﹞
“Customization means the product will be tailor-made according to customer’s need, e.g, portal sites provide a personal homepage to list the required headlines / information on the personal page.
An example is Levi’s custom jeans. Women visit a Levi’s store and try on one of a number of pairs of jeans to identify that have the closest fit. Detailed measurements are taken to adjust the fit and these are entered into a computer program. This information is then used to make a pair of jeans that are customized to the woman’s body.
“N”-stands for “narrow casting”﹝窄播﹞
The first step is to identify individualized market, then “lock-in” the selected target customer group.
We see companies amassing and mining rich customer databases from the web sites, enabling them to target and customize their offerings and messages more accurately.
Through Extranets, companies are saving a lot of money through effecting faster order transmission and improved supply chain management. Creating an Extranet also enables a company to network with its suppliers and dealers in a “frictionless” ordering, distribution, and payment system.
However, the distribution abilities and economy to handle increasing orders from web site marketing and consumers’ faith toward payment on line will play a key role for the success too. Everyone in the company does marketing. Companies are using Intranet platforms to enable their employees to learn more quickly from each other and to download information they need.
12. Impact on brand positioning under Internet world
While information technology may afford global communications and distribution, global brands can only succeed if the consumer’s tastes and the benefits they seek are relatively homogeneous around the world. In many product categories, this is not the case. The flavor of coffee that is appealing to the French may be too strong for an American and too weak for a Turk.
The challenge in positioning thus becomes one of anticipating whether the many differences between consumers across markets require different positioning of the brand by markets.
At times, effective positioning is undermined by the poor selection of focal benefits. When entering a category where there are established brands, the challenge is to find a viable basis for differentiation.
A frequent pitfall is that the point-of-difference selected is one on which a brand dominates its competition and not one that is important to consumers.
(Advised by Dawn Iacobucci, professor of Marketing at Kellogg Graduate School of Management, Northwestern University, 2000)
1. Competition-based positioning
A. Category Membership – A starting point in establishing a brand position is to identify its category membership. When PDA (personal digital assistant) was introduced, a decision had to be made about whether it was a computer accessory or a replacement for an appointment book.
B. Points-of-difference – A starting point in developing a point-of-difference is to identify accepted consumer beliefs.
2. Consumer’s goal-based positioning
A. Brand Essence – The positioning demonstrate how the brand related to consumer’s goals and requires insight about what motivates consumers to use a brand. The brand is often positioned such that its essence implies goal attainment. The process by which this can be achieved is termed laddering up, and the product of laddering up is brand essence.
B. Category Essence – A focus on consumer’s goals as the basis for positioning can be undertaken at a category level as well as a brand level. Category Essence may be a viable way for a brand to compete when it does not have a product point-of-difference. However, a focus on category essence is a strategy of last resort.
The author of “e-Brand” – Phil Carpenter suggested e-brand building, focusing on a set of best practices he has identified: 1) focus on building brand awareness; 2) cultivate customer commitment; 3) forge strong distribution and content alliances; 4) move early and fast; 5) develop an intimate knowledge of the market and customer; 6) cultivate a reputation for excellence; and 7) deliver outstanding value.
The answers to the following questions will probably determine how companies end up after implementing e-Commerce:
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Which e-Commerce projects have the highest payoff and why? |
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How should managers evaluate e-commerce projects? |
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How does e-commerce improve a company’s competitive position? |
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How can managers change their organizations in order to implement the highest payoff e-commerce applications have to offer, and sustain the benefits? |
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What role should managers play in the design and development of e-commerce systems architecture? |
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What is the role of senior managers in implementing these e-commerce systems? |
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Increase customer loyalty |
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Increase profitability |
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Decrease time-to-market for new products |
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Reach your customers in the most cost-effective way with targeted offer |
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Reduce your costs per transaction substantially |
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Reduce your customer service costs dramatically |
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Reduce customer service time appreciably |
CCO (Cisco Connection Online) had added US$1 billion to Cisco’s profits in 1999. Besides, Cisco generated 80% of its sales, or US$12 billion worth of revenue from CCO. Peter Cohan identified 10 most important principles for e-commerce success. Surprisingly, these principles suggest that general management behavior is a significantly more important driver of e-commerce success than specific technical skills.
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Management must create an environment that encourages people at all levels to engage in experimentation. |
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Management must place enhanced customer satisfaction at the top of the corporate hierarchy of values |
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Management must encourage an effective working partnership between IT and the business units |
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Managers must think in nontraditional ways to conceive effective e-commerce application |
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Management must recognize that experiments in e-commerce require less rigorous up-front financial analysis |
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Management must adopt a pioneering spirit in its e-commerce efforts |
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Effective e-commerce applications come from understanding significant sources of organizational and customer pain. |
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Before an e-commerce application “goes live”, it is essential that the front- and back-end systems are integrated and tested. |
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E-commerce applications must be marketed aggressively to reach critical mass. |
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Form an e-commerce strategy team |
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Study customer needs |
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Analyze e-commerce strategies of current and potential competitors |
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Identify capabilities needed to provide superior customer value |
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Perform a strategic audit of capabilities needed to provide superior customer value |
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Envision e-commerce strategic options |
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Evaluate strategic options |
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Select optimal strategy |
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Implement it |
Patricia Seybold, the author of “Customers.com”- a Wall Street Journal Bestseller, after several years’ working with e-commerce pioneers, had advised five steps to success in e-commerce:
1. Set Strategy- “Making it easy for your customers to do business with you”
Start with the customer fundamentals:
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Don’t waste our time |
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Remember who we are |
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Make it easy for us to order and procure service |
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Make sure your service delights us |
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Customize your products and service for me |
2. Focus on the end customer for your products and services
Every company now has the ability to consolidate customer information and to gain a much better picture of who its customers are, what products and services they buy, and how they like to be served. Every business, no matter how much it relies on indirect sales channels, now has the opportunity to begin electronically linking its channel partners with its end customers and participating in the dialogue between them. Can you afford not to take advantage of this new capability if your competitors do?
Many companies have delegated customer intimacy to their distribution channel as part of their overall strategy. Often the distribution channel “owns” the customer in exchange for services rendered. There is nothing wrong with delegating customer service to the channel that is best equipped to satisfy the customer. What is a problem, strategically, is letting that channel withhold information about your customers as part of that trade-off.
3. Redesign your customer-facing business processes from the end customer’s point of view
When we think of e-commerce, we tend to think in terms of disintermediation: taking away the middleman of the loop. Actually, there is equally increasing middle people who serve the needs of companies that want to make it easy for customers to do business with them. We can see the examples from the PC Service Source.
In summary, key ingredients of successful business process design are listed below:
a. In order to redesign your customer-facing business process, you will need some way to store and access information about your customer.
b. Each business event- place an order, check credit, check inventory, ship product, bill customer, collect payment, will trigger interactions among people and applications within your company or with outside partners. The result of each event changes the status of that step in the process. Business events are the second critical ingredient in business process design.
4. Design a comprehensive, evolving e-business architecture
From an organizational standpoint, you can collect customer profile information, business rules, and business events from each group within your company that owns a piece of the customers. Then, by pulling this information together into a common business model, each group will be able to see where its information fits.
The five stages of e-business:
a. Supplying company and product information (brochure ware)
b. Providing customer support and enabling interactions
c. Supporting electronic transaction
d. Personalizing interactions with customers
e. Fostering community
5. Foster customer loyalty, the key to profitability in e-commerce
Business decisions that increase customer retention require information that may not have been collected. The list of useful data includes:
New information enables new analysis, supporting a new set of decisions, such as:
Challenges faced by most companies: moving from a product-centric to a customer-centric model
Too many companies are product-centered. The customer is the anonymous target of marketing campaigns, and the financial systems are designed to evaluate product market share, product costs, and product contribution to profits. People neglect that revenue and profits come from customers, not products.
Adding to this problem, sales efforts seem to focus on identifying new customers rather than on delighting the existing customer base so that each customer will spend more and more on the organization’s products and services.
Customers are people, and people appreciate and value being treated with courtesy, respect, and appreciation. When a customer calls or accesses your Web site, he wants to be recognized. At a minimum, he wants you to know his name, the products and services he buys, how long he has been a customer, how valuable a customer he is, his special requirements, his latest request for assistance, his latest order, and who handled his last call. And yet this minimum is already a lot.
Organizations that are aligned by product and function can’t satisfy a customer’s need to be recognized and remembered. They can’t deliver a consolidated view of a customer. Their applications and data are segmented by product line. There is no single concept of “customer”. If your company is product-focused as opposed to customer-focused, you are going to have a more difficult time using e-commerce technologies to build and maintain customer loyalty.
Examining with lots of examples from all kinds of companies, including nonprofit and government agencies, from all over the world, Patricia Seybold concluded eight critical success factors for e-commerce:
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Target the right customers |
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Own the customer’s total experience |
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Streamline business process that impact the customer |
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Provide a 360-degree view of the customer relationship |
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Let customers help themselves |
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Help customers do their jobs |
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Deliver personalized service |
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Foster community |
There are a number of things a company must do in order to build the kind of customer loyalty that accrues to companies that take responsibility for owing the customer’s total experience. They are:
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Deliver a consistent, “branded” experience. |
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Focus on saving customers time and irritation |
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Offer peace of mind |
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Work with partners to deliver consistent service and quality |
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Respect the customer’s individuality |
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Give customers control over their experience |
A successful site reflects your company:
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It reinforces your branding |
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It provides easy navigation |
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It provides straightforward access to information |
Branding is the visual imagery you apply to your logo, brochures, products, and packaging. Branding visually defines you. Your web site should reflect your current branding. Incorporate your current branding elements, including color scheme, into the design and layout of your web site.
Most successful sites are using Generation three layouts, which are top and side navigation bars to simplify information access. They use a top navigation bar for high-level access to subjects, e.g., products, supports, online purchasing, corporate information, and site maps. On the side of the page, the navigation bar is used to access second-level subjects. If a visitor chooses “products” from the top of the page, the side navigation will display all the names of the company’s products.
Graphics can be used effectively to brand your web site, e.g., a graphic of your logo, and they provide visitors with a better idea of what your product is and how it works.
Avoid using large graphics and photographs since they take a long time to download. Too many graphics or moving images on any one page make the page visually distracting. People became annoyed and leave a site if there are too many moving images. Graphics should focus on helping the visitor get a better idea of your product.
The key points are:
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Keep graphics small. People don’t have the patience to wait for large graphics to download. |
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Use standard graphics, i.e., GIF & JPEG files, so everyone coming to your site can download them easily. |
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Avoid using features like video and audio that need plug-ins to work. Many companies don’t allow plug-ins to be downloaded onto their corporate networks and many consumers don’t know how to download plug-ins. |
Information on visitor activities and your customer base should be tracked from your e-commerce site.
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Use statistical information to identify popular paths and entry points. |
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You may find a Bermuda Triangle on your site- a page people enter, never to be heard from again. |
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Spend time wading through all the data you get from the current site-analysis programs |
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Use a site search engine. It is a great tool for visitors to find information and an excellent tool for you to find the keywords people are searching |
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Sales from your online purchasing service can be used to gather information on customer buying patterns. |
Many marketing organizations want to know more about the demographics of the people visiting their site. Creating a survey is an easy and effective method of collecting information.
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Keep surveys simple. Use pull down menu and radio buttons to make it easy to answer and collect data. |
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Ask only a few questions. People get annoyed if a survey takes too long. |
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Provide gift to attract more people to take the survey |
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If you advertise your survey with a giveaway, you will get many people visiting your site to register just for that. |
Many forms of media, including magazines, trade journals, newspapers, and TV have an online presence.
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Use the press to generate leads to your site |
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A story on your company that is covered in a trade journal may also be published on the trade journal’s web site. |
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Trade journals are interested in covering your company if you are the first in your industry to have online purchasing, a new customer support feature, or an industry standard training class. |
1. “e-Commerce” , A. Rosen, 2000.
2. “Customers.com”, Patricia Seybold, 1998.
3. “e-Profit”, Peter Cohan, 2000.
4. “Kellogg on Marketing”, Dawn Iacobucci, 2001.
5. “The Friction Free Economy-Marketing Strategies for a Wired World”, T.G.Lewis, 2000.
6. “e-Brands”, Phil Carpenter, 2000
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