상세정보

This volume analyzes strategic marketing approaches on the basis of both marketing theory and international case studies. Its systematic study of Internet commerce models should allow any company to better organize their business and understand where their sources of revenue come from.

정보제공 :

CONTENTS

Foreword = xi

Series Preface = xiii

Preface = xv

Acknowledgements = xix

1 Introduction = 1

 Objectives = 1

 Book Structure = 1

2 Key Features of Internet Electronic Commerce = 3

 Electronic Commerce - Definition and Market = 3

 The Internet for Business = 7

  Online／Immediate／24-Hour Availability = 9

  Ubiquity = 11

  Global = 12

  Local = 14

  Digitization = 15

  Mlutimedia = 15

  Interactivity = 16

  One-to-one = 17

  Network Effects and Network Externalities = 17

  Integration = 18

  Intranets, Extranets and the Public Internet = 19

 Building Assets to Create Customer Benefits = 19

  Cost Base : Lower Transaction Costs and Better Prices = 21

  Time to Market = 22

  Brand Image = 23

  Market Share and Market Access = 23

  Customer Orientation = 24

  Quality = 25

  Customer Loyalty and Switching Costs = 26

  Functional Integration = 27

  Network Integration = 27

  Innovation Orientation - New Products and Services = 27

  Innovation Orientarion - New Business Models = 28

 Summary = 29

3 Business Models for Electronic Commerce = 31

 Value-chain Analysis and Business Model Architectures = 32

 Current Business Models = 35

  E-shops = 35

  F-procurement = 36

  F-malls = 36

  F-auctions = 37

  Virtual Communities = 38

  Collaboration Platforms = 38

  Third-party Marketplaces = 39

  Value-chain Integrators = 39

  Value-chain Service Providers = 40

  Information Brokerage, Trust and Other Services = 40

 Classification = 41

 Trends and Evolution = 42

 Summary = 45

4 Business-to-Business Electronic Commerce Cases = 47

 Introduction and Overview of Selected Cases = 47

 Marshall Industries : A New Channel with Added Value = 49

  Business = 49

  Customers = 49

  Products and Services = 50

  Competition = 51

  Marketing Strategy = 51

  Summary - Marketing Model = 52

 Fedex : From Logistics to Generic Electronic Business Services = 52

  Business = 52

  Products and Services = 53

  Customers = 54

  Competition = 54

  Marketing Strategy = 55

  Summary - Marketing Model = 55

 Industry Net : Pioneering an Internet Industry Marketplace = 55

  Business = 55

  Products and Services = 56

  Customers and Benefits = 57

  Competition = 57

  Marketing Strategy = 59

  Summary - Marketing Model = 159

 Amazon Associates and Advantage : Opening Up the Value Chain = 60

  Business = 60

  Products and Services = 62

  Customers = 62

  Competition = 64

  Marketing Strategy = 65

  Summary - Marketing Model = 66

 Citius Belgium : From EDI to Internet Marketplace = 66

  Business - Customers - Competition = 67

  Marketing Strategy = 74

  Marketing Mix = 76

  Summary - Marketing Model = 79

 Tradezone : Internet for Third-party Market Access = 80

  Business - Customers - Competition = 80

  Marketing Strategy = 84

  Marketing Mix = 87

  Summary - Marketing Model = 90

  Postscript = 90

 Global Engineering Network／Industrial Cooperation System : Collaboration and Trading in Design and Manufacturing = 90

  Business - Customers - Competition = 90

  Marketing Strategy = 100

  Marketing Mix = 101

  Summary - Marketing Model = 103

 Infomar : Reorganizing an Auction-based Market = 103

  Business - Customers - Competition = 103

  Marketing Strategy = 109

  Marketing Mix = 111

  Summary - Marketing Model = 114

 Summary = 114

5 Markets and Competition = 115

 Industry Structure = 116

  Industry Competition = 116

  Suppliers' Power = 120

  Customers' Power = 121

  New Entrants = 121

  Substitutes = 122

  Generic Competitive Strategies = 123

  Industry Structure - Summary = 125

 Transaction Costs = 126

  Introduction = 126

  Citius = 127

  Tradezone = 128

  GEN = 129

  Infomar = 130

  Frequency Revisited = 131

 Internal and External Business Organization = 132

  Internal Business Organization = 132

  External Organization - Disintermediation = 133

  External Organization - Value Networks and Dynamic Markets = 135

 Summary = 137

6 Marketing Strategies and Programmes = 139

 Traditional B-to-B Marketing = 139

 Segmentation and Targeting = 141

 Products and Services = 147

 Distribution = 148

 Marketing Communications = 150

  Communication Objectives = 152

  Target Audience md Take-up Process = 152

  Communication Channels and Promotion Mix = 155

 One-to-One Marketing = 158

  Introduction = 158

  Application of One-to-One Marketing = 160

  Pricing and One-to-One Marketing = 161

  Assessment of One-to-One Marketing = 162

 Summary = 162

7 Roadmap for Business-to-Business Electronic Commerce = 165

 Critical Assumptions and Strategy Development = 165

  Quality of Market Research = 165

  Dynamics of Technology and Growth of Electronic Commerce = 168

  Towards a Global Legal Framework for the Digital Economy? = 171

  Strategy Development - Strategic Fit = 174

 Scenarios for the Future of Business-to-Business Electronic Commerce = 179

  Competing and Collaborating in Value Networks and Dynamic Markets = 182

  Thriving on Information = 211

  Converging B-to-B and B-to-C Electronic Commerce = 227

  New Technologies. New Business Models, New Policies : New Rules? = 238

 Conclusions = 244

  Hypotheses = 244

  Summary of Main Conclusions = 245

Bibliography = 247

Endnotes = 253

Subject Index = 261