Cybermarketing. How to use the Internet to market your goods by Pauline Bickerton, Matthew Bickerton and Upkar Pardesi

By Pauline Bickerton, Matthew Bickerton and Upkar Pardesi (Eds.)

This article is a consultant to utilizing the net for advertising masking intranets for Marcomms, digital direct and one to at least one advertising and marketing. It comprises chapters on advertising info platforms, model, cost, ideas, matters and case studies.

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Extra resources for Cybermarketing. How to use the Internet to market your goods and services

Example text

It will help you to design and implement the basis for an effective management information system (MIS). This can then improve strategic management decisions and lead to vastly improved marketing. The MIS is an information system using formalized procedures to provide managers at all levels in all functions with appropriate information from all relevant sources (both internal and external to the firm) to enable them to make timely and effective decisions for planning, directing and controlling the activities for which they are responsible.

Demand Demand for products and services varies over time. Consumer behaviour changes, but so too does the wider economy, creating cycles of demand that are critical for many businesses: a few percentage points up or down in demand will determine the difference between profit and loss on many business plans. It is surprising, therefore, how few businesses, particularly small and medium sized enterprises, invest time in predicting the way the business cycle might affect the levels of demand for particular products and services.

An example of this arose during 1999, when low interest rates caused inflationary pressures in the UK as consumers borrowed more to spend more. House prices in particular rose sharply. The Bank of England responded with a series of interest rate increases to try to dampen down demand. Demand for industrial products, such as machines, chemicals and metals is also influenced by changes in interest rate policy and the levels of consumer demand for goods and services. Demand for industrial products is derived demand because industrial products and processes go into consumer products or help in the manufacture of consumer products.

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