MARKETING ET COMMERCE

MARKETING ET COMMERCE

Roger D. Blackwell / Hardcover / Published 1997

Richard L. Sandhusen / Paperback / Published 1994

Michael R. Czinkota, et al / Hardcover / Published 1994

Warren J. Keegan, Warren Keegan / Hardcover / Published 1995

Masaaki Kotabe, Kristiaan Helsen / Hardcover / Published 1997

 COMMERCE ELECTRONIQUE

Complété par le site "Webonomics.com" où chacun peut tester son propre site

Ancien reporter pour Business Week magazine et Wired, webmaster du "Playboy's Web site " l'auteur dresse le premier guide de la Webonomics (étude de la production, distribution, et consommation de biens, services, et idées sur le World Wide Web"), déjà considéré comme un grand classique du commerce électronique. Ouvrage intelligent et riche d'informations et idées, exemples pratiques et anecdotes, à compléter avec le manuel pratique de Stanek " Increase Your Web Traffic3

Table des Matières:

"1. The Quantity of People Visiting Your Site Is Less Important Than the Quality of Their Experience

2. Marketers Shouldn't Be on the Web for Exposure, but for Results

3. Consumers Must Be Compensated for Disclosing Data About Themselves

4. Consumers Will Shop Online Only for Information-Rich Products

5. Self-Service Provides for the Highest Level of Customer Comfort

6. "Value-Based Currencies" Enable You to Create You Own Monetary System

7. Trusted Brand Names Matter Even More on the Web

8. Even the Smallest Business Can Compete in the Web's Global "Marketspace"

9. Agility Rules - Web Sites Must Continually Adapt to the Market

Epilogue: The Web Effect - How It's Changing Life As We Know It

Appendix. A Directory of Important and Intriguing Web Sites "

 

Présenté à Davos ce livre-culte décrit la dynamique de création de valeur par les communautés virtuelles autour de sujets d'intérêt commun.

Don Peppers, Martha Rogers

Après le marketing de masse, il faudra chercher "la part de consommateur" plus que la part de marché Stratégies déjà; testées chez Procter & Gamble, Nissan, et American Express,

Table of Contents

Ch. 1. Back from the Future

Ch. 2. Share of Customer, Not Share of Market

Ch. 3. Collaborate with Your Customers

Ch. 4. Differentiate Customers, Not Just Products

Ch. 5. Economies of Scope, Not Economies of Scale

Ch. 6. Manage Your Customers, Not Just Your Products

Ch. 7. Engage Your Customers in Dialogue

Ch. 8. Take Products to Customers, Not Customers to Products

Ch. 9. Make Money Protecting Privacy, Not Threatening It

Ch. 10. Society at Light Speed

 

Développe et applique les idées de One to One future en liaison avec le site www.marketing1to1.com pour créer des marchés de consommateurs uniques

Table of Contents :Acknowledgments  Preface

1. The Musical Condom: The Basic Rules of Competition Rewritten for the Interactive Age

2. Some Customers are More Equal than Others: How to Identify and Capitalize on Customer Differences

3. Mapping the Strategy: How to Use Your Customer Base to Map Out Your 1:1 Strategy

4. Infant Mortality at MCI: How to Fix the "Leaky Bucket" of Customer Attrition - and How Not To

5. Growing Your Customer Base: How to Increase Your Share of Customer and Improve Your Bottom Line

6. The Asymmetrical Brassiere: How to Profit from Mass Customization

7. Smart Retreads: How to Keep Your Customers Forever, and Increase Your Margins Too

8. Expanding the "Need Set": How to Customize, Even if You're Selling a Commodity

9. Community Knowledge: How to Anticipate What Your Customer Wants

10. Surfing the Feedback Loop: How to Get More Customer Feedback While Protecting Privacy

11. The Medium is the Matchmaker: How to Own the Customer in a Changing Media Landscape

12. The Busy Shoe Salesman: How to Remove Distribution Barriers Between You and the Customer

13. Making It: How to Get There from Here

14. An Open Letter to the CEO

Notes  Glossary and Principles Index

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