Marketing On The Internet

An Innovative Approach To Global Profit And Revenue

Synopsis

Traditionally, businesses competed on the basis of size. Larger corporations developed economies of scale in manufacturing, distribution, and marketing to drive their costs down while simultaneously enhancing the quality of their products. Today, competition must be based on speed, not size. Product cycles have become so shortened that size can not be increased fast enough. Companies need to find a broad-based comparative advantage that increases speed across their entire value chain. Creating high-quality information about your products, services, and corporate neeeds and disseminating that information faster and more effectively than your competition gives you a time-based competitive advantage for every function in your organization. Continuously providing information-based value to your customers can afford you a comparative advantage in a time-based competitive environment. The Internet is the medium for delivering information-based value to the global marketplace.

OVERVIEW
THE INFORMATION SUPERHIGHWAY
- The Superhighway Today
- Information Management And Content
- Infrastructure
- Internet - The Highway Starts Here
CHANGES IN BUSINESS COMMUNICATION
- Subscriber Growth And Usage
- Supporting Information Needs At All Levels
- A Worldwide Presence - Participating In The Global Village
INTERNET CULTURE AND ITS IMPACT ON BUSINESS
- Culture Dictates The Approach
- Delivering Value - A Paradigm Shift
THE THREE INTERMARKETING COMPONENTS
- Sales - Introducing Information-Based Value
- Service - Demonstrating Information-Based Value
- Marketing - Defining New Value
SUMMARY
APPENDIX A

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