RETAIL TO e-TAIL

  • PHILIP HALLINGER
  • EDWIN M. BRIDGES

Abstract

In this chapter, we present a PBL project, entitled Retail to e-Tail, in which student teams tackle the problem of how small and medium sized enterprises can use e-commerce to increase their competitiveness. Students learn how to analyze a company’s competitive situation and use that information in order to formulate a suitable e-marketing strategy and plan. The teams must then transform the plan into action by creating a prototype website that implements the strategic objectives of the e-Marketing Plan.

Keywords

Europe Marketing Polyurethane Shoe Glean 

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REFERENCES

  1. Frost, R., & Strauss, J. (2002). Building effective web sites (1st edition). Upper Saddle River, NJ: Prentice Hall.Google Scholar
  2. Greenlaw, R., & Hepp, E. (2001). Fundamentals of the internet and the World Wide Web. New York: McGraw Hill.Google Scholar
  3. Strauss, J., El-Ansary, A., & Frost, R. (2002). e-Marketing (4th Edition). Upper Saddle River, NJ: Prentice Hall.Google Scholar

Copyright information

© Springer 2007

Authors and Affiliations

  • PHILIP HALLINGER
    • 1
  • EDWIN M. BRIDGES
    • 2
  1. 1.Mahidol UniversityBangkokThailand
  2. 2.University StanfordU.S.A.

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