Making
markets: How firms can design and profit from online
auctions
Kambil, Ajit and Heck, Eric Van, HBS Press, 2002
Central
to all advanced economies, markets are transitioning
froom place to space. But as the recent failures of
prominent B2B markets have shown, they do not always
do so smoothly. In this book the authors show how
firms can use electronic markets strategically and
make them work. Here they unveil their results of
a 10-year long study of nearly 100 markets and argue
that by the end of the decade, online exchanges and
auctions will be an essential part of business. They
explain why so many markets failed and show how to
design and effectively use markets and auctions in
the supply chain to connect with the customers, to
manage risks, and within global firms to increase
efficiency and find the best information. Through
examples from eBay to BP and from the Dutch flower
auctions to Dow Chemical, the authors reveal how both
online and offline markets makers are rewriting the
rules of commerce, identify the new rules of market
making and show how companies can carry them off effectively.
The New Professionals: the rise of network marketing
as the next major profession
King, Charles W. and Robinson, James W., Prima
Communications Inc, 2000
Every
year, thousands of men and women have established,
lucrative careers to pursue new opportunities in
the booming network marketing industry. This book
examines the trend and studies how it is changing
forever the face of multi-level marketing. The authors
here introduce the readers to the new professionals
who have overcome their initial scepticism to enthusiastically
embrace the rewards of network marketing. He tells
us about men and women who have exceeded the income
and prestige of their previous careers by taking
up network marketing as a career.
Marketing
outrageously
Spoelstra, Joe, Bard press, 2001
If
you are looking for ways to increase your sales
by 50%, 75%, 100%, using predictable, bland marketing
is not the way. This book on creative marketing
strategies and motivation shows how considering
market problems "outrageously" but consistently
can benefit an organization, is instructive in its
marketing ideas and stories of triumph. Here the
author describes how in his own experience, a lack
of adequate funds for marketing and advertising
goals led to his "outrageous" approach.
The book lays down "ground rules" of marketing,
claiming that, for instance, each company must differentiate
itself and that budget constraints need not prevent
a company from doing its best work.
Total access: Giving customers what they want
in an anytime, anywhere world
Chesbrough, Henry W., Smith, Edward, HBS Press,
2002
Dominated
by hype and its functions increasingly automated
by technology, marketing is losing control over
its very reason for existing: to sustain customer
relationships. The irony, says the book, is that
even as technological advances are driving marketing
into obscurity, technology is in fact marketing's
only hope for regaining a prominent - even central
place in today's organization. This bold and visionary
book sets forth a new marketing paradigm in which
machines and networks do most of the work. The obsessive
emphasis on brand creation and customer manipulation
gives way to a central focus on discovering individual
customer preferences and integrating the people
and tools to deliver them. The end goal: a networked
marketing ecosystem aimed at providing a "persistent
presence" to customers anytime, anywhere. To
achieve this goal, the marketers must become IT-centred
systems integrators who engage their entire business
in the process of change. And leaders must embrace
a new mindset in which marketing is everything and
everyone's responsibility.
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