Marketing Strategy in the Digital Age

Exploiting e-Commerce in Your Business
Financial Times Management Briefings Series

By Elizabeth Daniel, Hugh Wilson , Malcolm Mcdonald, John Ward
Financial Times / Pearson Education
October 2001
ISBN: 0-273-65479-9
160 Pages
$175.00 paper original

With the dotcom bubble well and truly burst, it is clear that to conduct successful business online you need an effective e-business strategy. This report shows you how to develop, design, implement and measure your e-commerce strategy. It guides you through the entire cycle from the identification of options, through prioritisation and implementation to measurement and review. Each stage contains tools and frameworks you can use to develop your own strategy or to clarify an existing strategy. By introducing the concept of value gap analysis to each stage of the sale the authors show how to identify areas where e-commerce solutions can make a real impact in both B2B and B2C transactions. The report is based on extensive research and features best practice case studies from leading companies so that you can benefit from their experience.

Contents include: Overview of strategy development process. Context and positioning. Market value analysis. Market vision. Prioritisation and selection. Measurement of electronic commerce. Case studies.

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