"Сетевое плетение" как стратегия развития электронного ретейла в сфере моды
Эшворт К., Шмидт Р., Пиоч Э., Халлсворт А.

Введение;
Цели и структура исследования;
Результаты;
Пример LadyBWear;
"Сетевое плетение" — стратегические
выгоды;

Ключевые слова: электронная торговля, интернет-маркетинг, электронный портфель, малые и средние предприятия, "сетевое плетение"

Аннотация

В статье предпринята попытка проанализировать успешный опыт применения онлайновых решений и разработать концепцию построения электронного бизнеса. Концепция рассматривается с использованием стратегий сегментации и "сетевого плетения" на примере небольшого, прибыльного и устойчивого предприятия электронного ретейла, связанного с продажей модных товаров.

Журнал: «Интернет-маркетинг» — №5, 2007 (© Издательский дом Гребенников)
Объем в страницах: 17
Кол-во знаков: около 41,790

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Эшворт Кэтрин Дж.

Старший преподаватель кафедры маркетинга и розницы Бизнес-школы Манчестерского городского университета.

Манчестер, Великобритания

Шмидт Рут Э.

Ведущий преподаватель кафедры маркетинга и розницы Бизнес-школы Манчестерского городского университета.

Манчестер, Великобритания

Пиоч Элке А.

Член Европейской академии розничной торговли.

Манчестер, Великобритания

Халлсворт Алан

Доктор философии, преподаватель ретейл-менеджмента Университета Суррея.

Гилфорд, Великобритания