Publisher's Synopsis
The rapid development of business-to-business (B2B) e-marketing shows that the Internet is not just a new place to do business but constitutes a whole new method and model for commerce. This book explains how almost any online company can successfully incorporate a B2B e-commerce component.;Compared to the unpredictability of the business-to-consumer (B2C) model, B2B has emerged as the most solid and fertile area of e-marketing. "The B2B E-commerce Handbook" is intended to provide anyone with an active interest in e-business with an insight into B2B e-marketing. By emphasizing the broad nature of B2B, it explains how almost any online company can incorporate a business-to-business component. While this handbook offers practical guidelines for success on the Web, these guidelines are placed in context and incorporated alongside real case studies. In particular, this book will help you to: learn from successful companies; understand why B2B is the most significant area of the new economy; market your business in a B2B e-marketplace; create a B2B Web site; participate in online business auctions; build a B2B brand; use search engines as a marketing tool; advertise your site to target business audiences; set up an affiliate scheme; find useful Web sites in the B2B e-commerce handbook directory; share information via intranets and extranets; target prospects through e-mail marketing; and evaluate developments in influencing the future of B2B and e-business in general.;The handbook offers a user-friendly, practical introduction to this area of business and marketing. While inevitably this involves a process of re-learning, the rewards for marketers who adapt to this new marketplace should be huge. In 2000 B2B Internet transactions exceeded $443 billion - a 200 per cent increase over 1999 sales. The B2B sector currently accounts for over half of total e-commerce spending but will grow to 87 per cent by 2004. The world-wide B2B market will reach $1.7 trillion by 2003 (B2C will reach $108 billion).
