Best Face Forward
In Best Face Forward, the authors argue that as this “front-office automation” revolution unfolds, competitive advantage will increasingly depend on deploying the right mix of interfaces with customers—human, automated, and hybrids—to surpass current levels of performance and service. Based on extensive research inside both start-up and established businesses, Best Face Forward proposes guiding principles and a practical auditing tool for determining how humans and machines can best collaborate in mediating critical customer interactions. Far from dehumanizing the workforce, the authors show how this revolution will create a “people-rich” workplace that combines the unique capabilities of humans and machines.
Introduction to E-Commerce
Much like an introductory Principles of Marketing course, Introduction to E-Commerce, second edition, covers the entire landscape of e-commerce, including marketing, management, strategy, and entrepreneurship. The book gives present and future practitioners of e-commerce a solid foundation in all aspects of conducting business in the networked economy. The focus is on what a manager needs to know about internet infrastructure, strategy formulation and implementation, technology concepts, public policy issues, and capital infrastructure in order to make effective business decisions. This is presented in a framework for the study and practice of e-commerce with business strategy at the core, surrounded by four infrastructures; the technology infrastructure that underlies the internet, the media infrastructure that provides the content for businesses, public policy regulations that provide both opportunities and constraints, and the capital infrastructure that provides the money and capital to run the businesses. Within this framework, the authors provide a deep exploration of core concepts of online strategy and associated enablers enriched by a wide variety of examples, case studies, and explanations culled directly from practice.
E-Commerce presents managers and strategists with road-tested frameworks for competing in the digital world. This presentation is organized to facilitate the decision-making process for formulating e-commerce enterprise strategy. The text progresses from framing market opportunities to a discussion of digital business models, customer interfaces, and communication and branding issues through to implementation, evaluation, and valuation of the online enterprise.
Cases in E-Commerce
Harvard-style cases featuring top companies competing in the digital world. Cases are organized to facilitate discussion of the decision-making process for formulating enterprise strategy. The presentation mirrors the organization of the E-Commerce textbook written by the authors.
Internet Marketing: Building Advantage in a Networked Economy, second edition, presents a road-tested framework to help students and practitioners understand how to think about and implement effective internet marketing programs. The focus is on using marketing levers on your website to build a relationship with the customer through four stages: awareness, exploration/expansion, commitment, and dissolution. This four stage customer-centric framework shows readers how to use the internet to create intense and profitable relationships with their customers. The authors focus on two primary forces that the internet brings to marketing—the individual and interactivity—detailing how these forces influence key marketing levers and how they can be leveraged to create intense relationships with customers.
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