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Advanced Digital Marketing Strategies in a Data-Driven Era
A situation where a company is selling products or services directly to consumers.
Published in Chapter:
Alibaba's International Digital Marketing Practices and Strategies
Sue Claire Berning (University of Ingolstadt, Germany)
Copyright: © 2021 |Pages: 19
DOI: 10.4018/978-1-7998-8003-5.ch005
In this chapter, the main relationship between a company's use of data-driven methods and its international digital marketing strategies are examined. In particular, the question of how data-driven methods, like consumer analytics, helped the company in its internationalization efforts are outlined. By following the case study approach, the diverse digital business models, online advertising campaigns, and international digital marketing practices of the Chinese company Alibaba are investigated. As China's e-commerce market currently became one of the most dynamic ones in the world, and as Alibaba is one of the leading internet and e-commerce corporations worldwide, valuable insights are provided. Moreover, Alibaba's international digital marketing practices, underlying strategies, as well as adaptive capabilities are systematically analyzed. In addition, Alibaba's competitive behavior is investigated and compared with international companies and peers. In this context, the standardization versus adaptation paradigm is also revisited.
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Improving Customer Relations through E-Commerce
B2C describes activities of commercial organizations serving the end consumer with products and/or services.
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Framework for Assessing Online Shopping Use Under the Digital Transformation of the Economy in a Post-Pandemic Era
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Integrated Model of Actual Online Shopping Use Behaviour: A Proposed Framework
A form of direct selling of products or services, without an intermediary, from the seller to the buyer over the internet.
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B2B vs. B2C Selling
Business-to-Consumer (B2C) refers to transactions or interactions between a business and individual consumers. It involves the sale of goods or services directly to end-users or customers (OpenAI, 2023 AU23: The in-text citation "OpenAI, 2023" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
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EU E-Business and Innovation Policies for SMEs
Commercial activity between businesses and consumers, or the use of e-business to enable customer information interaction, personal finance management, purchasing products and the dissemination of after-sales information (Rayport & Jaworski, 2001).
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E-Commerce Models and Consumer Concerns
Businesses sell products and services to customers via the Internet.
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Online Private Sales Clubs: An Emerging Model of Fashionable E-Commerce at Promotional Prices
Activities that commercial firms develop to reach end clients or end users directly, including electronic media.
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