This course examines how interactive technologies reshape industries, the structure of companies and the nature of demand. We discuss the implications for business in general and for marketing specifically. Following a discussion on e-business strategies and online consumer behavior, we focus on the e-enabled marketing mix: How should companies integrate new ways to connect to suppliers, partners, employees and customers in their existing strategies? Can a company's product strategy be enhanced (faster, cheaper, better) through e-business? What are new channel strategy alternatives, and do they necessarily lead to conflict with existing channels? Should prices always be lower online? Can online channels be used to "up-sell" and thus increase profitability? And what are current and future opportunities of e-enabled communication strategies (advertising, promotions, personal selling, and public relations)?
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