Open Access Graduate Research Paper
Electronic commerce -- Planning; Internet marketing -- Planning;
A 278% increase in Internet traffic has moved providing a permanent ecommerce presence from an option to an imperative (Molitor, 2001). The Internet can generate new business if an effective e-commerce plan is a keystone component of an organization's overall business plan. This paper examines four roles an Internet professional can employ to match up with the appropriate stages a buyer is at in the buying process. The four roles include a) student; b) architect; c) counselor; and d) negotiator. With the dynamic support of e-commerce tools, these roles are important because they define how the Internet professional will help the buyer understand why the Internet professional's business is superior and worthy of the buyer's investment.
Year of Submission
Master of Arts
Department of Curriculum and Instruction
Division of Communication and Training Technology
Sharon E. Smaldino
Leigh E. Zeitz
1 PDF file (32 leaves)
©2002 Keith D. Wendl
Wendl, Keith D., "Developing an e-commerce strategy for beverage industry professionals" (2002). Graduate Research Papers. 1699.