E-Marketing Strategy And Execution Critique
The value chain of any business refers to "the seamless, end-to-end integration of activities throughout the channel of distribution." (Roberts, 2003) The optimization of the supply chain, streamlined manufacturing, and an effective customer relationship management system are the key components to building value and subsequent profits in a company or business. These components are further enhanced with the utilization of the Internet, which provides a distinct paradigm shift from traditional brick-and-mortar marketing techniques.
A prime example of such a paradigm shift can be seen in the history and current market presence of Amazon.com, who, through the Internet, has brought customers more selection than would be possible with a physical store, while presenting it in a useful, easy-to-search, and easy-to-browse format in a store open 365 days a year, 24 hours a day. The founder of Amazon.com has a vision of the company to be the most customer-centric in the world where people can buy anything. (Krishnamurthy, 2001) For the past decade, Amazon.com has been setting the standard for efficient, effective, e-tail web design. Amazon.com utilizes one of the largest, Internet databases of products to provide a customized web site with easy navigation, minimal use of graphics for fast page loads, clearly marked prices, and personal touches. (Bacheldor, 2000)
Site Design
Today's home page of Amazon.com provides a simple and efficient platform that provides a greater selection of merchandise than could ever be contained in a physical store. Any visitor can view Amazon's diverse, department-store-like inventory, and enjoy the convenience of one-stop shopping for their books, movies, music, household appliances and more. Amazon boasts one of the most powerful, specialized search engines in the industry where visitors can locate items by author, title, subject, publication date and keyword, across the whole web site and the Internet. The...
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