Académique Documents
Professionnel Documents
Culture Documents
Marketing
Strategies for
the New
Economy
McGrawHill/Irwin
Copyright2010byTheMcGrawHillCompanies,Inc.Allrightsreserved.
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Promotional sites
Use of affiliate schemes and aggregators.
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Take-Aways
Seven potentially attractive elements
characterize many new-economy
technologies:
The syndication of information, the increasing
returns to scale of network products, the
ability to efficiently personalize and customize
market offerings, the ability to disintermediate
distribution, global reach, 2437 access, and
the possibility of instantaneous delivery.
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Take-Aways
First-mover advantage is simply wrong.
Best beats first.
Most observers now believe that the
Internet is better suited for delivering
measurable marketing resultsas is direct
marketingthan for brand building.
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Take-Aways
Web-based customer service applications
offer the tantalizing combination of better
service and significant cost savings.
The trick, of course, is to focus on the
customer service benefits first, rather than
mere cost cutting, since customers are quick
to discern when cost cutting takes
precedence over genuine service
responsiveness.
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Take-Aways
Keys to success in tomorrows neweconomy ventures include:
Clearly understanding ones business model
(Exactly where will revenue come from:
commerce, content, community, or
infrastructure?),
Filling real (though perhaps latent) customer
needs, and
Putting together the right management team
that can deliver the performance and value
that customers want and will pay for.
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