The Clickable Corporation: Successful Strategies for Capturing the Internet Advantage
AbeBooks Mitglied seit 1996
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AbeBooks Mitglied seit 1996
Titel: The Clickable Corporation: Successful ...
Verlag: Free Press, New York
Auflage: First Edition.
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Case studies of twenty-five companies that have designed successful Internet projects mark a comprehensive discussion of the marketing possibilities offered by the Internet, based on Arthur Anderson's "Best Practice" techniques, and includes inventive and practical advice. 20,000 first printing.Review:
From garage startups to international conglomerates, businesses from all over the world are jumping onto the Net faster than you can say, "Click here," seeking ways to turn prospective online endeavors into bona fide profit centers. In The Clickable Corporation, Arthur Andersen consulting firm executives Jonathan Rosenoer, Douglas Armstrong, and J. Russell Gates look at how 25 notable enterprises already are turning "trillions of mouse clicks into solid sales." Aimed at those who remain "dubious, confused, or simply uninformed about the Web's ability to sell their products or services," it focuses on definable benefits that draw customers to successful cyberventures: information, choice, convenience, customization, savings, community, entertainment, and trust. For example, it notes, Autobytel.com converts about 20 percent of car-dealer referrals into sales by creating a nonthreatening environment where shoppers can fully and leisurely investigate potential purchases. Likewise, FedEx is succeeding online because it puts customers in complete control of their transactions, while Northwest Airlines is filling undersold flights by making empty seats available on the Web at a discount. The Clickable Corporation is a quick overview for managers whose companies are struggling to find a handle on the Internet and e-commerce. --Howard Rothman
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