them. One problem with this article is that the relative success is rated in qualitative terms; we are told, for example, that Amazon.com is the biggest and most successful of the three, with first-mover advantages and a high level of relationship selling. We are told that the marketing strategy is evaluated using a multi-part tool kit of concepts. What we are not told, however (and it have served to solidify the argument) that Amazon is the biggest and most successful of the three, it uses effective marketing and THAT is responsible for its having "X" amount more market share - this is important because effective marketing is not an end in itself and we must remember that it, in itself, is a tool to help create revenue.
The second research question: to what extent have the three key firms in the Australian online book industry adopted a strategic approach in the way they have done business, implies
...