Business-to-Consumers eCommerce: How Companies Use the Internet in Marketing Products and Services to Consumers

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Author(s): Fahri Karakaya (University of Massachusetts Dartmouth, USA)
Copyright: 2012
Pages: 18
Source title: Service Science Research, Strategy and Innovation: Dynamic Knowledge Management Methods
Source Author(s)/Editor(s): N. Delener (Arcadia University, USA)
DOI: 10.4018/978-1-4666-0077-5.ch014

Keywords: Business & Management / Business Science Reference / Electronic Services & Service Science / Operations and Service Management

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Abstract

This chapter focuses on the effective use of the Internet for marketing products and services. The chapter starts by presenting statistics about Internet usage and online sales in the USA and around the world. It then examines the evolution of web sites from a static format to an interactive format with the start of Web 2.0. As a plus to small businesses, the chapter also briefly outlines the steps involved in starting an online business and the advantages and disadvantages of having one. Special emphasis is placed on developing an eMarketing strategy, drawing on the marketing mix, online marketing research, and search engine optimization, as well as social media marketing. The chapter ends by showcasing Amazon.com’s marketing tools as excellent examples of effective eBusiness.

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