E-Marketing and Strategic Concepts

Merilees points out that one of the assumptions that has been maintained by many in the new world of e-commerce is that this marketing channel is so different from any previous channel that the traditional rules of marketing and business do not apply; his purpose is to use three online book sellers, evaluate them, how they operate (their level and means of use of marketing) and how they compare. An important issue here is that, as e-commerce grows and matures, events prove that this channel is NOT exempt from traditional ideas of business, as the "pioneers" who first designed websites and portals and the business financiers would have had us believe

. . .
was illustrated in the conclusion by the example of an upscale brick and mortar company using a low price strategy on the web. Methodology of the study was to use mixed methods: to qualitatively evaluate the three sites using a convenience sample of 151 college students that would be surveyed after they explored the three sites in a simulated buying context and then assess the sites in terms of standard user-relevant attributes. The quantitative evaluation would be to use marketing positioning mapping to evaluate the three sites in relationship to each other based on their marketing. Angus and Robertson is a bricks and mortar company which uses their website as an "extension" to their stores. They are the largest brick and mortar book retailer in Australia, and their branding is consistent with that. Their predominant strategy is to offer the books online at "10% off everything"; as mentioned, this may be counter-productive because it may send a mixed-message because the company's branding offline and online may be conflicting, and may actually alienate the people patronizing the offline stores - because they may feel at a disadvantage just because they "walked in". This is an example of companies feeling they have to have
. . .

Some common words found in the essay are:
Angus Robertson, Business Strategies, Article Summary, effective marketing, Bill Merrilees, strategic alliances, traditional strategic concepts, customer offered choice, strategic alliances booksellers, mortar company, channel management, research question, biggest successful, competitive market, brick mortar, sustainable competitive, level relationship,
Approximate Word count = 1562
Approximate Pages = 6 (250 words per page)

More Essays on E-Marketing and Strategic Concepts