Download Advances in Electronic Marketing by Irvine Clarke PDF
By Irvine Clarke
There are various demanding situations dealing with firms this day as they include digital advertising and marketing tools into their method. Advances in digital advertising examines those demanding situations inside of 3 significant subject matters: the worldwide setting, the strategic/technolo
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Extra info for Advances in Electronic Marketing
This makes understanding what buyers value within a given offering, creating value for them, and then managing it over time, essential elements of every marketoriented firm’s core business strategy (DeSarbo, Jedidi & Sinha, 2001; Slater & Narver, 1998). Second, Helm and Sinha (2001) argue for the importance of delivering customer value in electronic B2C operations. However, despite the increased attention being given to customer value (Band, 1991; Gale, 1994), there has been little empirical research to develop an in-depth understanding of the concept (Holbrook, 1994; Sweeney & Soutar, 2001).
Journal of Consumer Research, 9(September), 132-40. J. (2003, October). Designing the e-servicescape: Data-driven observations. Proceedings of the American Marketing Association Frontiers in Services Conference. College Park, MD, University of Maryland. H. (2003). Designing Web site attributes to induce experiential encounters. Computers in Human Behavior, 19(4), 425-442. , & Sawhney, M. (2000). E-hubs: The new B2B marketplaces. Harvard Business Review, 78(3), 97-103. L. (2003). Going with the flow: Predicting online purchase intentions.
A convenient Web site provides a short response time, facilitates fast completion of a transaction, and minimizes customer effort. For example, Weyerhauser, a forest products company, manages its door-making through a customized Internet system in which the customer inputs specifications that are then electronically digitized into profile information that drives the manufacture of that particular door. By providing convenience and customized experience for customers, Weyerhauser is able to enhance its customers’ online experience.