A Conceptual Paradigm For Internet And Search Engine Marketing

The Internet continues to affect the relationships between business and their customers, and companies must adjust their online marketing strategy, if they want to increase revenues and market share, respectively. The emergence of the Internet over the last decade has had a major impact on the communication industry. The Internet is constantly evolving and is continually undergoing a rapid evolutionary process in both capabilities and uses. Marketing managers have begun to direct their focus and resources towards the Internet in an attempt to capture and garner new consumers. The Internet has forever changed the customer purchasing experience, and companies must alter their online marketing strategy, if they want to increase revenues and market share, respectively

The role of promotion in supply-chain management

This paper begins with a look at marketing and how it evolved over the years. Today marketing managers strive to create lifetime customer value. A vital aspect of creating value is the synergistic blending together of the four P’s of marketing. An important part of the mix is Supply-Chain Management (SCM). SCM will be looked at with an emphasis on promotion and especially how online promotion is used by those carriers specializing in the movement of small shipments throughout the supply-chain. Several package delivery carriers who are the market share leaders were selected {UPS, USPS, FedEx, and DHL} and their Web sites were evaluated. Some factors used to evaluate the carriers were: First impression upon entry; attention-grabbing aspects of the homepage; key-facts appearing on the homepage; ease with which users can shop; back office support; meaningful links; and, several more. The results are analyzed and evaluated

A sustainable supply chain management: an integrated marketing communications perspective

Sustainability has become an increasingly important issue in today’s business world. All firms operating in domestic and global business must be cognizant of all the myriad aspects of sustainability. All areas of Marketing, including Supply-Chain Management {SCM} have to operate in this new environment. This paper looks at sustainability and its importance in today's business world from the perspective of marketing and Integrated Marketing Communications {IMC}. More and more online marketing is helping businesses build and develop new, innovative and successful IMC programs, and special attention will be given to this function and how it works with other components. This paper will focus on the interaction between IMC and SCM in terms of sustainability. The paper first examines SCM macro aspects. Next several SCM micro examples are used to show how various SCM members tackle the challenge of sustainability from the perspective of IMC. These firms and organizations will be selected from different components of the supply-chain. For example, there will be a railroad {CSX}, a trucking company {YRC-The merged Yellow Freight and Roadway Express}, a distribution center {Giant Food}, a freight forwarder {UPS}, and a port {Port of Baltimore}. The paper will wind up with a relevant summary and conclusions section. The paper emphasizes the synergistic importance in developing excellent IMC programs to promote sustainability and for individual SCM members to promote their sustainability efforts