Online Marketing of a Dental Supply E-Store on a Tight Budget

David Gadish (California State University - Los Angeles, USA)
Copyright: © 2009 |Pages: 14
EISBN13: 9781609606985|DOI: 10.4018/jcit.2009010101
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Dental offices have been switching to online purchasing of their dental supplies and equipment. This case presents the marketing strategy for a newly created online store for a dental supply company. The online store provides dentists with over 16,000 different dental products from alloys to dental instruments to x-ray products. Online sales are a more efficient approach to the traditional catalog order method where dentists place orders with a salesperson, call in, or fax their orders. Online, as well as traditional marketing techniques have been incorporated into a marketing campaign to promote online sales. The process and challenges of marketing this Web site with a tight budget are discussed. Results of the first two years of marketing efforts are reported.
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