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BUSINESS TO BUSINESS E-COMMERCE

BUSINESS TO BUSINESS E-COMMERCE


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About the Book

The rapid development of business-to-business (B2B) e-marketing shows that the Internet is not just a new place to do business but constitutes a whole new method and model for commerce. This book explains how almost any online company can successfully incorporate a B2B e-commerce component. Compared to the unpredictability of the business-to-consumer (B2C) model, B2B has emerged as the most solid and fertile area of e-marketing. "The B2B E-commerce Handbook" is intended to provide anyone with an active interest in e-business with an insight into B2B e-marketing. By emphasizing the broad nature of B2B, it explains how almost any online company can incorporate a business-to-business component. While this handbook offers practical guidelines for success on the Web, these guidelines are placed in context and incorporated alongside real case studies. In particular, this book will help you to: learn from successful companies; understand why B2B is the most significant area of the new economy; market your business in a B2B e-marketplace; create a B2B Web site; participate in online business auctions; build a B2B brand; use search engines as a marketing tool; advertise your site to target business audiences; set up an affiliate scheme; find useful Web sites in the B2B e-commerce handbook directory; share information via intranets and extranets; target prospects through e-mail marketing; and evaluate developments in influencing the future of B2B and e-business in general. The handbook offers a user-friendly, practical introduction to this area of business and marketing. While inevitably this involves a process of re-learning, the rewards for marketers who adapt to this new marketplace should be huge. In 2000 B2B Internet transactions exceeded $443 billion - a 200 per cent increase over 1999 sales. The B2B sector currently accounts for over half of total e-commerce spending but will grow to 87 per cent by 2004. The world-wide B2B market will reach $1.7 trillion by 2003 (B2C will reach $108 billion).

Table of Contents:
List of figures Preface 1. B2B basics Defining B2B B2B statistics and estimates B2B opinions General guidelines A level playing field The B2B future Web marketplaces B2B infomediaries Peer-to-peer B2B and increased productivity B2B2C (and back again) Summary 2. Understanding the new economy Key characteristics Business in context The network effect Business Webs Facing change The information product Pulling power The marketing virus Rebel voices Summary 3. B2B Web design In-house or out-house? A human approach Setting objectives Design etiquette Usability Information, information, information Syndicated content An 'outside in' approach Designing on speed Brochureware Interactivity Text and the Web HTML Managing content Summary 4. Intranets and Extranets Intranets Intranets and marketing Extranets Extra help The Intranet/Extranet difference Slimming supply costs Extranet technology Test the water Summary 5. B2B e-marketplaces E-marketplace benefits E-procurement Marketing via VerticalNet Creating an online marketplace Survival of the fittest Consolidate or die Summary 6. B2B auctions Dynamic pricing Bidding in an online auction Buyer guidelines Selling via an online auction Setting up an auction at your site Secure auctions Reverse auctions Mobile auctions Finding relevant auctions Learning from e-Bay Summary 7. B2B branding Reasons to build a B2B brand The B2B brand misconception Brand building guidelines Brand interaction The networked brand Brand protection The Web site as brand Summary 8. Building business relations Building customer relations Reciprocal links Web rings The new media opportunity The problem with public relations The press release Press release principles Online newswire services Electronic media packs Summary 9. Marketing via search engines HTML and meta-tags Robots and spiders Site submissions Industry search engines Keyword guidelines Search engine directories Search engine advertising Search position software Web positioning firms Checking your rankings Summary 10. B2B advertising B2B banners B2B versus B2C advertising Harsh truths Beyond banners Advertising rates Advertising networks Niche networks Advertising exchange networks Rich media advertising Selling advertising space Summary 11. B2B affiliate marketing Affiliate origins Affiliate benefits The growth of B2B affiliate marketing Setting up an affiliate scheme Pay-per-sale schemes Promoting an affiliate scheme Becoming an affiliate Affiliate directories Affiliate network services Summary 12. B2B e-mail marketing The golden rules of B2B e-mail marketing E-mail discussion lists Contributing to discussion lists Newsletters Newsletter benefits Newsletter guidelines Plain text versus HTML Spam The B2C/B2B overlap Viral marketing Summary 13. The future of B2B B2B on the move: the rise of the mobile Internet The third generation The ASP industry P2P Summary Appendix 1. B2B e-commerce directory Appendix 2. B2B e-commerce dictionary Appendix 3. Recommended reading Index

About the Author :
Matt Haig is CEO of Peppermint PR, an Internet marketing company based in the North of England which was established in November 1998. The company provides various e-marketing services (including e-PR) for a number of UK based clients. It also offers a widely used online consultation service, to help companies conduct their own e-marketing and e-PR activity. This service is the first of its kind and as such has won Peppermint PR considerable acclaim throughout the industry. In addition, Matt is a regular contributor to various national and international publications. His writing on the Internet has appeared in The Independent, The Guardian, The Sydney Morning Herald, Internet Monthly, The Business Review, E-First, Marketing Week (US and UK) Internet Money as well as on many web sites. He also edits and contributes a popular e-marketing newsletter which now has over 10,000 subscribers. Independently of Peppermint, Matt has acted as an e-marketing consultant for various high profile companies including the travel operator Thomas Cook. He has also conducted talks on e-business and e-marketing at several UK universities. Matt is currently working on four more Internet titles due for publication by Kogan Page next year.


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Product Details
  • ISBN-13: 9780749435776
  • Publisher: Kogan Page Ltd
  • Publisher Imprint: Kogan Page Ltd
  • Language: English
  • ISBN-10: 0749435771
  • Publisher Date: 01 Oct 2001
  • Binding: Book
  • Returnable: N


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