E-Commerce : a platform for integrated marketing : case study on U.S. retailing

Author(s)

Bibliographic Information

E-Commerce : a platform for integrated marketing : case study on U.S. retailing

Inga D. Schmidt, Thomas Döbler, Michael Schenk

(Markt, Kommunikation, Innovation, Bd. 4)

Lit, [2000]

Available at  / 4 libraries

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Note

Includes bibliographical references (p. 193-203)

Description and Table of Contents

Description

According to market forecasts, e-commerce will attain growing importance in the near future: Business transactions are changing. However, until today, the subject lacks profound findings about possible challenges and advantages, as well as about success factors of acceptance. The present book informs about the trends in business-to-consumer e-commerce both from the retailer's and the customer's point of view. Additionally, it contains a case study of a well known U.S. retailer and a corresponding customer survey. Based on the results of this study, customer profiles, market segments and strategies are derived. The study shows that e-commerce is far more than a mere selling and distributing channel. It is a platform for an integrated marketing that takes customers' needs into consideration while at the same time enforces customer focus. While it may be too early to predict its ultimate impacts, e-commerce is certainly a major source of business opportunity today. The greatest threat may be the risk of not acting on this occasion.

by "Nielsen BookData"

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Details

  • NCID
    BA48780004
  • ISBN
    • 382584661X
  • Country Code
    gw
  • Title Language Code
    eng
  • Text Language Code
    eng
  • Place of Publication
    Münster ; London
  • Pages/Volumes
    203 p.
  • Size
    22 cm
  • Parent Bibliography ID
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