From garage start-ups to international conglomerates, businesses from all over the world are jumping onto the Net faster than you can say, "Click here", seeking ways to turn prospective on-line endeavours into bona fide profit centres. In The Clickable Corporation, Arthur Andersen consulting firm executives Jonathan Rosenoer, Douglas Armstrong and J. Russell Gates look at how 25 notable enterprises that already are turning "trillions of mouse clicks into solid sales." Aimed at those who remain "dubious, confused or simply uninformed about the Web's ability to sell their products or services", it focuses on definable benefits that draw customers to successful cyber ventures: information, choice, convenience, customisation, savings, community, entertainment and trust. For example, it notes, Autobytel.com converts about 20 percent of car- dealer referrals into sales by creating a non-threatening environment where shoppers can fully and leisurely investigate potential purchases. Likewise, FedEx is succeeding online because it puts customers in complete control of their transactions, while Northwest Airlines is filling undersold flights by making empty seats available on the Web at a discount. The Clickable Corporation is a quick overview for managers whose companies are struggling to find a handle on the Internet and e-commerce. --Howard Rothman, Amazon.com
Gary Betty President and CEO, Earthlink Network, Inc.Does a great job identifying and contrasting successful strategies for pursuing different avenues of Internet commerce. The companies highlighted here are precursors to the importance of the Internet and how it will transform businesses in the future.
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