Online Marketing and Electronic Commerce Integration: A Case Study Examining an International Wine Festival

2020 ◽  
Vol 20 (2) ◽  
pp. 1-20
Author(s):  
Bradley S Brennan ◽  
Yiheng Luo ◽  
Hyeonu Song
Keyword(s):  
Electronic Commerce ◽  
Online Marketing

Electronic Commerce und Online-Marketing

2015 ◽  
Author(s):  
Rainer Olbrich ◽  
Carsten D. Schultz ◽  
Christian Holsing
Keyword(s):  
Electronic Commerce ◽  
Online Marketing

The Google Online Marketing Challenge

E-Marketing ◽  
2012 ◽  
pp. 1289-1308
Author(s):  
Sven Tuzovic ◽  
Lyle Wetsch ◽  
Jamie Murphy
Keyword(s):  
Graduate Students ◽  
The United States ◽  
Online Marketing ◽  
Learning Approach ◽  
Education Students ◽  
Pedagogical Tool ◽  
Advertising Campaign ◽  
Hands On ◽  
Search Engine Advertising

In 2008, a collaborative partnership between Google and academia launched the Google Online Marketing Challenge (hereinafter Google Challenge), perhaps the world’s largest in-class competition for higher education students. In just two years, almost 20,000 students from 58 countries participated in the Google Challenge. The Challenge gives undergraduate and graduate students hands-on experience with the world’s fastest growing advertising mechanism, search engine advertising. Funded by Google, students develop an advertising campaign for a small to medium sized enterprise and manage the campaign over three consecutive weeks using the Google AdWords platform. This article explores the Challenge as an innovative pedagogical tool for marketing educators. Based on the experiences of three instructors in Australia, Canada and the United States, this case study discusses the opportunities and challenges of integrating this dynamic problem-based learning approach into the classroom.

Electronic Commerce and Change in Management Accounting Practices in an Egyptian Organization

2015 ◽  
pp. 189-205
Author(s):  
Mayada A. Youssef
Keyword(s):  
Decision Making ◽  
Electronic Commerce ◽  
Management Accounting ◽  
Longitudinal Case Study ◽  
Power Strategies ◽  
Planning Decision ◽  
And Control ◽  
Business To Business ◽  
Over Time

The objective of this chapter is to explore the implementation of e-commerce in an Egyptian organization. It reports on a longitudinal case study in an Egyptian organization (TexCo) that implemented Business-to-Business (B-to-B) electronic commerce. Following a change in leadership, TexCo was subject to a process of questioning the traditional ways of doing things. This process resulted in realizing planning, decision-making, and control problems within the company. The B-to-B system was chosen to introduce new control-based rules. However, the change was faced with resistance from TexCo's distributors. It is posited that various power strategies were used to ameliorate covert and overt resistance. Over time, the management accounting practices in TexCo changed towards greater decision support and control. B-to-B electronic commerce improved planning, decision-making, and control in TexCo.

Buy the Book: Electronic Commerce in the Book Trade

1999 ◽  
Vol 14 (3) ◽  
pp. 295-301
Author(s):  
Claudia Loebbecke ◽  
Philip Powell ◽  
Carl Gallagher
Keyword(s):  
Electronic Commerce ◽  
Service Provision ◽  
Web Site ◽  
Electronic Publishing ◽  
Global Market ◽  
Internet Service ◽  
Set Up ◽  
Background Detail ◽  
The Impact

Exploitation of the World Wide Web (WWW) is a pipedream for many businesses, as they do not or cannot analyse their motives for having a web site. Many do not understand that there is more to a successful web site than having a corporate logo on a home page. They do not foresee the effort that goes into maintaining a web site, the increased competition from exposure to a ‘global market’ via the Internet and the impact a web site will have on the existing business. This case study allows analysis of the opportunities and risks of launching electronic commerce (EC) services in the case of the Co-op Bookshop, Australia's largest academic bookseller. The case describes Co-op's difficult progression to a profitable WWW presence and investigates potential developments due to growing competition from ‘global players’ and increasing amalgamation between bookselling over the WWW and electronic publishing. The case outlines the four possibilities by which a firm can profit from its Internet activities and transfers these general benefits to Internet service provision by bookstores. In particular, it directs attention to thinking of the core goals of the business, how a WWW presence helps to meet these goals and whether the introduction of a web site changes the direction of the business. This leads to a consideration of the nature of the web site. The case study allows exploration of the current customers and markets and why the firm focuses on these. Further, there are the issues of the resources required to set up and maintain a web site, how the site may be integrated into the existing business and its growth path. These issues are explored and modelled in the teaching notes and further background detail is given.

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