e-Marketing Models

Paper Summary:

This paper explains that, with all the different models and their variations, it is important for a company to select one or a combination of models best suited to the organizational business plan. The author points out that the brokerage model, which brings buyers and sellers together, includes online auctions, such as eBay.com, and search agents that search the Internet for requested pricing or products, such as Indeed.com. The paper relates that the merchant model is used by Lands' End and Apple iTunes music store. The author explains that the affiliate model offers various purchase opportunities wherever people may be surfing by offering financial incentives to the site owner. The paper explains that the online shopping mall Amazon.com, which uses a combination e-marketing model, provides buyers with a "one stop shopping" experience, by handling the entire transaction from selection, payment to fulfillment and shipping for its virtual merchants such as Target and Weight Watchers.

Table of Contents:
Introduction
Brokerage Model
Merchant Model
Affiliate Model
Amazon.com
4 P's of Marketing
Conclusion
References

From the Paper:

"Amazon.com is constantly looking at the different means for reaching new and existing customers, whether it is a specific email campaign that is written to the 4 P's of email marketing: Permission, Privacy, Profiling and Personalization. They only email potential customers who have given their permission to receive emails. They respect the privacy of their customer's information. Amazon.com is well known for gathering information on their customer's spending habit which allows them to personalize their emails to their customers. By understanding their customer's buying habits and interests, they are in affect creating individualized marketing campaigns.".

Sample of Sources Used:

• Press Releases. (2003, Nov). Waterstone's and Amazon.co.uk extend strategic alliance. Amazon.co.uk. Retrieved February 29, 2008 from http://www.amazon.co.uk/gp/press/pr/20031118.
• Rappa, M. (2007). Business models on the web. Managing the Digital Enterprise. Retrieved February 26, 2008 from http://digitralenterprise.org/models/model.html.

More papers on e-Marketing Models:

• Analytical Essay # 149720 : "IBM Marketing Strategy"
• Business Plan # 91526 : "E-Business Implementation Plan - Nokia"
• Research Paper # 149754 : "Chinese E-Travel Agencies and B2B Marketing"

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