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商品編號： BH639 出版日期： 2014/11/15 作者姓名： Lahuerta Otero, Eva;Munoz Gallego, Pablo A;Pratt, Renee M.E. 商品類別： Marketing 商品規格： 8p 再版日期： 地域： 產業： E-commerce;Online retail 個案年度： -
商品敘述：
Businesses have traditionally operated under a brick-and-mortar strategy, paying little attention to the electronic retail channel. Now, though, increasing competitive pressures and Web technologies as an information source necessitate that managers adopt an integrated click-and-mortar strategy. With differing levels of success, small and medium-sized enterprises (SMEs) have invested in their own websites to promote their online presence. However, the recent power of information intermediaries makes it difficult for companies to attract consumers solely through their own webpages. As a result, companies are being forced to adapt their online strategies to increase customer attraction; a proper use of backlinks and infomediaries can accomplish this at relatively low cost. This article traces the emergence of infomediaries and backlinks and the mechanics of their operation, offering managers and practitioners guidance regarding how best to improve the impact of their online visibility.
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