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How can a traditional brick-and-mortar business
hope to compete in the new Internet arena? In this explosive,
fast-paced landscape, even the most financially secure company
can stumble and fall if it fails to transform itself into
an e-business. As savvy consumers increasingly have instant
access to all kinds of goods and services -- and can do
effortless comparison shopping without leaving their desks
-- meeting their demands has become the key to your business's
survival.
Doing e-Business provides CEOs, managers,
and entrepreneurs with a clear action plan for adopting
e-commerce, giving you the tools you need to create a forward-thinking
strategy -- whether you've already begun your e-business
initiative or you're just stepping up to the plate. Covering
both business-to-business and business-to-consumer aspects,
the authors show you how to ascertain the impact of the
change, measure your progress, and develop tactical solutions
to benefit your profit structure and marketing approach.
This practical, authoritative guide shatters
many e-business myths (equal competition among players,
the disappearance of brand loyalty), employing concrete
examples from many types of companies as well as tricks
of the trade that you can utilize to get immediate, real
results. Plus, the unique, big-picture coverage includes
analysis of the trends that are shaping the future of the
Internet, offering far-reaching initiatives critical to
managing an effective Web operation in this volatile climate.
You get expert insight into:
- Building and managing micro-brands
- Assessing customer loyalty in the new
Internet terrain
- The decline of fixed pricing
- Micro-marketplaces: the future of online
exchanges
- Selling your e-business ideas to financial
backers
Whether your business is looking to become
e-commerce proficient or just planning how to successfully
ride out the wave in years to come, you can't afford to
pass up this real-world, soup-to-nuts approach to Doing
e-Business.
David Taylor, PhD, has been an e-business
strategy and measurement consultant for fourteen years.
Prior to cofounding eMarket Holdings in 1999, he was group
vice president of e-business for Gartner Group. He started
Gartner Group's consulting practice on EDI in 1987 and Gartner's
E-Commerce research group in 1988. Before that, Taylor managed
business applications software products for AT&T.
Alyse D. Terhune has nearly twenty years'
experience in the information technology field. She was
a research director at Gartner Group and headed their Electronic
Commerce and Extranet Application service prior to cofounding
eMarket Holdings with David Taylor. Terhune has provided
expert advice and consulting services to thousands of business
leaders who are moving from traditional to hybrid online
business models.
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