Assessing the marketing performance of online retailers: : a case study

Bieze, Michel (2010) Assessing the marketing performance of online retailers: : a case study.

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Abstract:This research analyzes how online retailers can assess their marketing performance. The rise of the internet and electronic commerce not only impacted the way firms do business, but also affected the buying process of consumers. Among other things, the internet enabled the creation of new business models, like online retailing. These businesses face different benefits and hindrances than traditional firms. Online retailers have a wider reach, can benefit from a flexible assortment presentation, and have more opportunities for customer data tracking. It has become crucial to be findable in search engines, while search and switch costs for customers have decreased. Besides this, consumers have the opportunity to share, and search for, experiences with products and stores. To deal with the intricacies of the internet, four stages are distinguished in the marketing strategy of online businesses: (1) product/service, (2) e-marketing organization, (3) website, and (4) social media. These four stages not only affect the marketing strategy, but also influence how online retailers can and should assess their (marketing) performance.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/60066
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