User:Daniel Newton

Back to the Main Page

mail me

Go To Proposal

---

Daniel Newton 15:41, 27 Jul 2004 (EST)

Annotated Bibliography

Amor, D. (2000) (R)evolution: Living and Working in an Interconnected World, New Jersey: Prentice Hall. ISBN 013085123X

Amor gives an executive briefing on all aspects of e-business and e-commerce. This includes various marketing techniques and planning procedures, avoiding legal issues and pitfalls, and particular recommended marketing strategies to implement. The text also provides tips on gaining and sustaining relationships with customers, including portal management, gaining high preference on search engines, and encouraging online community-building. Along with the advantages and disadvantages of creating an online business, Amor suggests and explains in detail strong reasons for putting a business online. Amor’s reasons for connecting a business to the internet are wide and varied: from expanding the company’s market reach to strengthening business relationships; from generating visibility to utilising a just-in-time inventory; from inexpensive advertising to offering new services. Not only does he describe successful websites and their features, but he also gives a phase-development process for the reader to follow in order to achieve success on the net. This detailed textbook provides detailed content on creating an e-business and the reasons why and why not to enter the highly competitive online marketplace, which could be useful for my assignment.

Belch, G. and Belch, M. (2004) Advertising and Promotion: An Integrated Marketing Communications Perspective, (6th International Edition) New York: McGraw Hill. Chapter 15. ISBN 0072866144

This chapter provides a general overview of: the ways businesses use the internet to communicate information; the advantages and disadvantages of the internet and interactive media in business; the role of the internet and interactive media in an Integrated Marketing Communication program; the effectiveness of commercial communications on the internet. Belch and Belch define the internet’s role in marketing and the popular strategies undertaken by e-businesses. The book includes sections on how e-businesses create awareness of their website, generate interest in their website, disseminate information on their website, maintain the website, and create a strong image and brand name. Belch and Belch also discuss the successfulness of e-marketing tools like net-banners, sponsorships, pop-ups/pop-downs, interstitials, webcasting technology, links, direct marketing mail, e-commerce, and infomercials and home shopping channels streaming off the net. This chapter provides a comprehensive and in-depth insight into the e-marketing world that will help with the assignment.

Borwankar, N. and Elderbrock, D. (1996) Building Successful Internet Businesses: The Essential Sourcebook for Creating Business on the Net, California: IDG Books Worldwide, Inc. ISBN 0764570013

Borwankar and Elderbrock explain how to set up commercial internet sites using particular structured strategies. According to the authors these strategies are integral for creating a successful internet campaigns. The strategies range from the planning and implementing of an internet marketing plan to the customer service, maintaining, and e-commerce transactions that occur when the site is under way. The book also gives an overview of the issues that arise when integrating technology and business in this way. The book will be useful to gaining an understanding of the commercial side of the web and its problems. It will also be useful to analyse the strategies for success on the web.

Cameron, D. (1995) The Internet: A Global Business Opportunity, South Carolina: Computer Technology Research Corporation. ISBN 156607035X

Cameron explores the short history of internet business, before discussing modern e-business, and then finally making educated judgements on the future of e-business. She also examines some target markets that e-businesses could market to, the risks of e-business, the copyright and publishing issues of e-businesses, and the running of commercial websites. Furthermore, Cameron delves into the advantages and disadvantages with networking businesses, franchises and consumers. These include such features like understanding the business’ consumer, giving a channel for employee applicants, and giving customers a 24hour help-line. This comprehensive text will be useful for understanding the evolution of internet businesses and the features of the internet’s marketplace.

Collin, S. (1999) Doing Business on the Internet, (3rd Edition) London: Kogan Page. ISBN 0749431091

Collin describes the internet as a crucial marketing tool and identifies three key elements that a marketer should consider. The first of these is security. Unfortunately the internet leaves your business exposed to vandals, pirates, and competing companies’ spies, and therefore Collin highlights certain procedures and measures that need to be taken to prevent these people for harming a businesses internet site and profit. The second key point Collin recognizes is the e-commerce side of the internet. Collin dictates that a company should explore the channels in which their product or service is bought and chosen. The third vital element Collin points out is the advertising component of e-marketing. Collin illustrates workable real-world ways in which companies’ websites can be noticed and positively remembered. These three key factors to consider are important in understanding how successful e-businesses work.

Drennan, J. and Mort, G. (2002) “Mobile Digital Technology: Emerging Issues for Marketing�, Journal of Database Management, vol.10, no.1, pp.9-24. ISBN 13502328

Drennan and Mort offer an interesting comparison of how traditional marketing has been affected by e-marketing and m-marketing (sms marketing). It goes on to describe each marketing channel’s weaknesses and strengths, comparing the two options with each other. The article also describes the divergence of m-marketing and e-marketing. The combination of these two marketing techniques has become very popular in the commercial world, and could prove an interesting avenue to explore.

Earle, N. and Keen, P. (2000) From .com to .profit: Inventing Business Models that Deliver Value and Profit, San Francisco: Jossey-Bass. ISBN 0787954152

This book gives a clear overview of internet businesses, and attempts to locate the features of past internet campaigns that produced success. Not unlike other authors researched, Earle and Keen identify the deliverance of value and the cultivation of a business-consumer relationship to be imperative for success in the New Economy. However this book illustrates a unique way of positioning an e-business for business management advantage that would be interesting to compare with some of the other strategies.

Gauzente, C. and Ranchhod, A. (2001) “Ethical Marketing for Competitive Advantage on the Internet�, Academy of Marketing Science Review, vol.2001, pp.1. ISBN 15261794

Gauzente and Ranchhod take a different approach to e-marketing to the other authors researched in this annotated bibliography. They assess the unethical tools employed by some online corporations, and believe that businesses who don’t practice these deceptive or intrusive practices will gain a competitive edge over their competitors. Although there “moral high-ground� stance is open to criticism and debate, Gauzente and Ranchhod do demonstrate the ways businesses can aggressively advertise in the highly competitive online marketplace. For example, pop-ups/pop-downs, deceiving banners and hyperlinks, and intrusive tracking software are all aggressive tools that are utilised to capture the market. This article could be useful in the assignment for exploring alternate e-marketing strategies.

Harrison-Walker, L. (2002) “If you built it, will they come? Barriers to international e-marketing�, Journal of Marketing Theory and Practice, vol.10, no.2, pp.12-22. ISBN 10696679

This journal article is concerned with the problems that face e-businesses on the international stage, and how to overcome them. E-businesses, being global, have certain international barriers, such as socio-cultural/demographic, financial, technological, political, infrastructural, and legal issues, and this article addresses these problems. Not only does it paint a full description of these issues that e-businesses face, but it also discusses certain methods and research that can be undertaken to adapt to these problems. Harrison-Walker, the author of the article, also argues that segmenting the users and customising interfaces and strategies for these segmented populations is essential to adjust to each of the various online users. Another negative aspect of e-businesses brought up in the article is that people are less willing to engage in monetary transactions. This is for a number of reasons, for example customs and tarrifs, the customer trust element and product delivery delay, but Harrison-Walker believes there are certain ways of minimising these hesitant reactions. This article expands on certain difficulties that arise in regards to the relationship between consumers and e-companies, and will assist in writing a section like this in the assignment.

Iconcast (2003-2004) Retrieved August 6, 2004, from http://www.iconcast.com

This new and innovative website was developed to keep up to date with the ever-changing commercial facet of the web. Iconcast post up-to-date information, trend analysis, articles, news and tips in regards to all areas of e-commerce and e-business, painting a clear and detailed picture of the modern online marketplace. The site also provides information on branding and the branding concept, search engine optimisation, e-marketing, and advertising methods, and utilises an abundance of case studies as an exemplar to each statement made. Iconcast’s website will provide very useful for obtaining current information on e-marketing techniques and its marketplace.

Judson, B. (1999) Hyper W@rs: II Strategies for Survival and Profit in the Era of Online Business, New York: Scribrer. ISBN 068485564X

This book identifies 11 e-marketing strategies to aid businesses in the highly competitive global marketplace. These strategies can be used by themselves or collaborated with other strategies in the e-marketing mix. The book identifies the advantages and disadvantages of each strategy. The book provides step-by-step instructions and a wide-range of case studies to back up each strategy. This text will provide a good understanding of different ways to approach e-business.

Kalyanam, K. and McIntyre, S. (2002) “The e-Marketing Mix: A Contribution of the e-tailing Wars�, Academy of Marketing Science Journal, vol.30, no.4, pp.487-500. ISBN 00920703

Kalyanam and McInyre develop an e-marketing mix through the article and recognize the limitations of the web and offer possible solutions to these limitations. During the development of the e-marketing plan Kalyanam and McIntyre refer to the Exchange Perspective and the Relationship Perspective. The Exchange Perspective refers to such things as the place, price and promotion, whilst the Relationship Perspective refers to such things as the buyers preferences, behaviours and interests noticed, and customer service. In addition the article also identifies the Network Perspective, which is the combination of the Exchange and Relationship Perspective in the online sphere. This article has a unique theory that can be used in the assignment.

Vlachopoulou, M. and Manthou, V. (2003) “Partnership Alliances in Virtual Markets�, International Journal of Physical Distribution and Logistics Management, vol.33, no.3, pp.254-268. ISBN 09600035

This article illustrates the growing need for alliances to be made in the competitive global connected world. It describes the necessary marketing transformation and integration between the partners’ internal and external activities and relationships, in order to ensure alliance is a success. The article identifies a set of criteria that measure the ultimate success of the collaboration between companies, and explores the different models of partnership and the likelihood of each model’s success. The authors also list the reasons that online companies should unite. These reasons include such things like a diverse market, short product lifecycles and high competition. Vlachopoulou and Manthou also discuss the indirect sales channels, value-added reselling, and broader reach of distributors that are opened up via partnering with a competitor. This article gives an alternate perspective on unlocking the online marketplace and will be useful for my assignment.

Web Ad.vantage (1998-2004) Retrieved August 8, 2004, from http://www.webadvantage.net/default.htm

Web Ad.vantage is an online company dedicated to helping other online companies enjoy the success that their company has had. This company believes that an online marketing strategy should be customized for each business, however it explains that there are some fundamental features that all successful online companies have. The company deems awareness, acquisition, retention, optimisation and conversation between customer and company to be key goals of the online marketer. The possible ways to accomplish these goals are described in detail on the website with case studies included to justify and clarify their advice. Web Ad.vantage also depict the various ways expand a business’ consumer base and gain a larger piece of market share. These include competitive intelligence, e-commerce website testing, online media buying, internet advertising, advertisement campaign auditing, email marketing, co-branding/partnership negotiation, e-posting, website linking, search engine optimisation, paid keyword campaign management, tracking and performance reporting, online public relations, incentive and loyalty marketing programs, content creation and copyright, viral marketing, and many more. This website gives a comprehensive range of online activities, what their positive and negative attributes are, and how to administer them, and will be useful for exploring deep into my assignment’s topic.

Daniel Newton 21:48, 12 Aug 2004 (EST)