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Marketing for Business-to-Business Electronic Markets

Author

Listed:
  • Hans H. Bauer

    (University of Mannheim)

  • Maik Hammerschmidt

    (University of Mannheim)

Abstract

Mittlerweile sind nahezu alle Branchen lueckenlos durch elektronische Marktplaetze abgedeckt mit der Folge eines fast ausschließlichen Verdraengungswettbewerbs. Der ueberwiegende Teil der Marktplaetze hat das Problem des Erreichens der kritischen Masse zur Realisierung von Netzeffekten geloest. Eine effiziente Transaktionsvermittlung ist langfristig für eine umfassende Nutzenstiftung nicht ausreichend. Die Matching-Grundfunktionen sind in der Reifephase zu Minimalleistungen geworden, die allein nur ein geringes strategisches Erfolgspotential aufweisen. Bei etablierten Marktplaetzen wird daher verstaerkt die Kundenbindung zum zentralen Marketingziel. Relationships Marketing kann hier als ein „Megatrend“ bezeichnet werden, der die reine Transaktionsorientierung abloest. Das primaere Ziel besteht im Erreichen langfristiger Transaktionsbeziehungen auf dem Marktplatz. Ziel der Studie ist die Entwicklung von Ansatzpunkten eines erfolgreichen Beziehungsmarketing von elektronischen Marktplaetzen. Nach Begruendung von dessen Notwendigkeit und der Darstellung grundlegender strategischer Optionen unterbreiten wir Vorschlaege für die Gestaltung der Leistungs-, Kommunikations- und Preispolitik.

Suggested Citation

  • Hans H. Bauer & Maik Hammerschmidt, 2004. "Marketing for Business-to-Business Electronic Markets," Microeconomics 0402010, EconWPA, revised 28 Mar 2004.
  • Handle: RePEc:wpa:wuwpmi:0402010
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    References listed on IDEAS

    as
    1. Hans H. Bauer & Maik Hammerschmidt, 2004. "Developing And Validating A Quality Assessment Scale For Web Portals," Microeconomics 0402007, EconWPA.
    2. Torsten Olderog & Bernd Skiera, 2000. "The Benefits Of Bundling Strategies," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 52(2), pages 137-159, April.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    E-Commerce; Electronic Markets; Electronic Customer Relationship Management; Transaction Cost Economics;

    JEL classification:

    • D2 - Microeconomics - - Production and Organizations
    • D4 - Microeconomics - - Market Structure, Pricing, and Design

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