Bricks To Clicks

Gone are the days when managers could throw money at the Web in the hope that some of it would stick. An unplanned approach is risky. Just ask Levi Strauss and Toys "R" Us, and CD Universe. Over the past two Christmas sesasons, Levi Strauss and Toys "R" Us each suffered sales losses and brand damage when the seasonal demand overwhelmed their distribution capabilities and they failed to deliver orders taken on-line. And in January 2000 a security crisis threatened to sink CD Universe when an on-line hacker hijacked almost 350,000 credit card numbers and threatened to post them on his Web site unless he was paid a ransom. But the Internet is here to stay, and many businesses have figured out how to make it work. Look at Dell, which pioneered the direct sales of personal computers to end consumers in an industry that had until then relied on value-added resellers for the distribution of product to retail outlets. Dell has proven that selling on-line has unlimited potential when the go-to-market model is planned and executed, and is continuously monitored for success. Ed McMahon's message is straightforward: In order to make your e-business transformation successful, you need a plan - an overview, a blueprint. You need some way to assess what you have to work with and to get yourself and the other leaders in your organization united around a common purpose. You need to understand your company's resources and capabilities, your industry, and your customer. Bricks to Clicks gives you that blueprint. With clear explanations and hundreds of real-life examples, this timely and important book tells you everything you need to know to craft your approach. From e-business fundamentals to understanding B2B and B2C top-line and bottom-line opportunities to assessing your company's internal capabilities, the answers you need are here! -- from dust jacket

Industry experts agree that one of the biggest issues facing brick-and-mortar companies in the New Economy is the need to transfer offline brand credibility onto the Internet. Yet, as Walmart and many other brick-and-mortar brands have discovered, extending their brand out into the unfamiliar reaches of cyberspace is a tricky business, at best, involving new technologies and revolutionary new branding strategies. Written by two of the world’s most sought-after experts on Web brand development, From Bricks to Clicks arms managers and executives at established brick-and-mortar brands with a proven five-step approach to successful online branding. With the help of case studies and interviews, the authors acquaint readers with the full range of important issues surrounding Web branding and get them up to speed on the latest technologies for creating greater brand differentiation online. Then, step-by-step, they walk them through the process of transplanting their company’s brand recognition into the digital marketplace for business success online.

Learn how to sell online. Real-world case studies and market insights from the world's largest brands reveal what the best brands are doing right to win online. Gain knowledge of best practices that enable brands and retailers to survive and thrive in the dynamic, fast-paced, and highly competitive world of e-commerce. Leveraging his first-hand knowledge as founder and CEO of Content Analytics, serial entrepreneur and author David Feinleib examines the threats and immense opportunity facing today’s most valuable brands. He demonstrates how brands that want to succeed in the fiercely competitive environment of e-commerce must understand and embrace the four key elements that control how much is sold and by whom: algorithms, content, convenience, and execution. What You'll Learn Learn the best practices in e-commerce of the world's leading brands and how to: Make the transition from selling in-store to selling (and winning) online Conduct online brand audits to pinpoint opportunities for improvement Increase brand equity through high-quality content Maximize onine sales by understanding the key metrics you need to measure and optimize Who This Book Is For Brand managers, shopper marketing professionals, e-commerce managers, and sales professionals at brands and manufacturers; buyers, category managers, and merchants at retailers; and agency and search engine marketing professionals looking to develop expertise in e-commerce so they can expand the work they do with their brand and retailer clients

Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Shanghai University (International Management), course: E-Commerce, language: English, abstract: As the importance of E-Commerce is constantly growing, traditional brick-and mortar companies have to consider building up an additional sales channel – the Internet. In order to be successful, companies have to find an appropriate proportion between full integration and separation of virtual and physical store. The purpose of this paper is to give an overview of the article “Get the Right Mix of Bricks & Clicks” by Ranjay Gulati and Jason Garino, which was published in the Harvard Business Review of June 2000.To understand the concept better, the author is applying the arguments to two E-business firms: “Zara”, a clothing retailer and “Dell”, a computer manufacturer.

With the rapid advancement in information technologies, e-business is rapidly growing in significance and is having a direct impact upon business applications and technologies. E-Business Models, Services and Communications provides researchers and practitioners with valuable information on recent advances and developments in emerging e-business models and technologies. This book covers a variety of topics such as e-business models, telecommunication network utilization, online consumer behavior, electronic communication adoption and service provider strategies, and privacy policies and implementation issues.

From corner office to 24/7, the world of work has permeated every facet of our culture. The Way We Work explores in over 150 A-Z entries, the origins and impact of the concepts, ideas, fads and themes have become part of the business vernacular, shedding linght on the dynamic ways in which business and society both influence and reflect each other. Assessing the evolving business environment in the context of technology development, globalization, and workplace diversity, The Way We Work covers the gamut of business-related topics, including Crisis Management, Outsourcing, and Whistleblowing, as well as popular subjects, such as Casual Friday, Feng Shui, and Napster.

LEGO Guns is packed with building instructions for five impressive looking "weapons" built entirely from LEGO TECHNIC parts. In this heavily illustrated 2-color book, you learn how to use LEGO TECHNIC pieces to build working model guns like the Warbeast, a sophisticated, fully-automatic submachine gun; Parabella, a semi-automatic pistol; Thriller, a slide action crossbow pistol with smooth cocking and chambering mechanisms; and the Magic Moth, a simple butterfly "knife" built with TECHNIC pieces. With the help of a bit of sanding, some rubber bands, and Krazy Glue, each gun actually shoots LEGO bricks at high speed, with surprising accuracy. The building instructions for each model are easy to follow and include detailed parts lists. LEGO Guns also includes sections discussing the general concepts of LEGO gun design and offers practical building tips and tricks. The models range from sophisticated to easy, and readers of all ages will find something enjoyable to build and play with.

In Beyond E-Business: Towards Networked Structures Paul Grefen returns with his tried and tested BOAT framework for e-business, now fully expanded and updated with the very latest overview of digitally connected business; from business models, organization structures and architecture, to information technology. What used to be termed "e-business" is now simply business as usual. Today’s successful organizations are complex; they are part of dynamic business networks built on digital channels, going far beyond traditional e-business. This text provides invaluable insights of modern e-business integrated with networked business, going much further than the usual analysis of traditional e-business texts. Included is coverage of the Big Five—social media, mobile computing, big data, cloud computing, and the internet of things --as well as service-oriented business and technology. This essential text provides a compact roadmap to networked e-business for engineering, information systems or business students as well as professionals in the field.