Expanding to the Internet: Pricing and Communications Strategies When Firms Compete on Multiple Channels.
Опубликовано на портале: 29-09-2003
Journal of Marketing Research (JMR).
2000.
Vol. 37.
No. 3.
P. 292-309.
Тематический раздел:
The author shows how firms' pricing and communications strategies may be affected
by the size of the Internet: Firms have incentives to facilitate consumer search
on the Internet, but only as long as the Internet's reach is limited. As the Internet
is used by more consumers, firms' pricing and communications strategies on the Internet
will mirror the strategies they pursue in a conventional channel. Firms can increase
their market power by strategically using information on multiple channels to achieve
finer consumer segmentation. The author suggests directions the Internet might take
and derives managerial implications. The findings generalize to other channels that
enable firms to segment consumers and inform them at low cost.
Ключевые слова
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[Книга]
Marketing Intelligence & Planning.
2002.
Vol. 20.
No. 5.
P. 259 - 268.
[Статья]
[Интернет-ресурс]