Promotional Campaigns Predictions From the dissertation

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Bestseller Bargains

Former bestsellers, now in paperback, discounts on hardcover.

For those who prefer having hardcover books.

Allows price of Hardback to be within range of trade or PB.

More for gifts of collectibles.

Friday Sale

Deep discounts at Amazon's outlet

All product categories

Deals dependent on close out, etc.

Designed to drive traffic to site on low e-commerce day.

Gift Cards

Gift cards sent or emailed to anyone, anywhere

Keeping fiscal shopping with Amazon even if one cannot decide on a particular gift.

Gift cards are extremely popular in the contemporary gift giving market.

Also can be used as part of a wedding or baby registry.

Gold Box

Timed deals in all merchandise, changes every 4 hours.

Up to 70% discounts on many items.

People who like to shop; ex. HSN and ShopNBC types.

Sometimes great bargains, but one must check regularly to find them.

Music Deals/

Video/DVD

Offers newest releases, updates customer preferences

MP3 downloads available, albums, etc. competing with I-Tunes

Ease of shopping and collecting. Hourly updates on bestsellers.

Often less expensive than through Blockbuster or Netflix

Toys

Exceptional savings, many direct from the manufacturer

Again, designed to keep the dollars in the e-marketing field.

Targeted to price and age range; reviews and recommendations.

Even with shipping, often less expensive than shopping brick and mortar.

Conclusions -- Promotion is simply the way Amazon.com works. Everything is promoted -- nothing is at retail price, and everything cross-links to everything else. The naturally good deals of the day are enhanced by the Gold Box, Friday Sale, or Personalized recommendation deals. Amazon promotes its own credit card as well, allowing an almost complete shopping stream and experience: Food, medicines, toys, games, books, music, electronics, furniture, anything a homeowner would want -- including fresh produce and groceries in selected areas. This, all shipped to your door -- often free, with the option of using their credit card to pay for the order. Truly, all-encompassing and amazing promotional paradigm.

REFERENCES

Brown, B 2009, The Complete Guide to Affiliate Marketing on the Web, Atlantic Press,

Ocala, FL.

Collins, S 2000, History of Affiliate Marketing, viewed August 2010,

< http://www.clickz.com/clickz/column/1699440/history-affiliate-marketing >.

Dysart, J 2002, 'Click-Through Customers', ABA Banking Journal, vol 34, no. 3, p. 36+.

Ratcliffe, M 2009, Updating Kindles Sold Estimate: 1.49 Million, viewed September

2010, < http://www.zdnet.com/blog/ratcliffe/updating-kindles-sold-estimate-149-

million/486 >.

Robinson, T 2010, Jeff Bezos: Amazon.com Architect, ABDO Group, Edina, MN.

Rosenthal, M 2009, Amazon Sales and New Economies of Scale in Publishing, viewed

September 2010, .

Rosenthal, M 2010, Book Sales Statistics, viewed September 2010,

< http://www.fonerbooks.com/booksale.htm >.

Spector, R 2000, Amazon.com - Get Big Fast: Inside the Revolutionary Business Model

That Changed the World, Harper Collins, New York.

Appendix A -- Amazon Promotional Links

Amazon Associates - https://affiliate-program.amazon.com/

Amazon Prime -- http://www.amazon.com/gp/prime//ref=amb_link_84306931_4?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=auto-sparkle&pf_rd_r=06FTFH02FQR1BS89MNY3&pf_rd_t=301&pf_rd_p=1268299782&pf_rd_i=Amazon%20prime

Bestseller Bargains - http://www.amazon.com/Bargain-Books/b/ref=bf2010_books?ie=UTF8&node=45&pf_rd_m=ATVPDKIKX0DER&pf_rd_s=left-1&pf_rd_r=1DS2HHY1Y9JW77QCD7WR&pf_rd_t=101&pf_rd_p=74831822&pf_rd_i=909656

Friday Sales - http://www.amazon.com/Friday-Sale/b/ref=sv_gb_3?ie=UTF8&node=548166

Gift Cards - https://www.amazon.com/gp/gc/order-email?ie=UTF8&design=a_birthday_balloons

Gold Box - http://www.amazon.com/gp/goldbox/ref=cs_top_nav_gb27

Music/Video Deals - http://www.amazon.com/music-rock-classical-pop-jazz/b/ref=sa_menu_mu1?ie=UTF8&node=5174

New York Times Bestsellers- http://www.amazon.com/Books/b/ref=sv_b_4?ie=UTF8&node=549028

Toys - http://www.amazon.com/toys/b/ref=sa_menu_tg8?ie=UTF8&node=165793011

Appendix B -- Additional References Not Citied

Barnes, S. (2007). E-Commerce and V-Business: Digital Enterprise in the

21st Century. New York: Butterworth.

Barsh, J. et.al. (2000). How E-Tailing Can Rise from the Ashes. The McKinsey

Quarterly. 98+.

Calkins, J. et.al. (2000). From Retailing to E-Tailing. The McKinsey Quarterly.

Chan, P. And D. Pollard. (2002). Global Challenges in E-Commerce. International Journal of Management. 19 (3): 445+.

Clay, K. (2002). Retail Strategies on the Web: Price and Non-Price Competition in The Online Book Industry. The Jounral of Industrial Economics. 50 (3): 351-67.

Feinberg, F. et.al. (2002). Do We Care What Others Get? A Behaviorist Approach to Targeted Promotions. Journal of Marketing Research. 39 (#): 277.91.

Filson, D. (2004). The Impact of E-Commerce Strategies on Firm Value. Journal Of Businessi 77 (2): S135-54.

Hade, D. (2001). Curious George Gets Branded: Reading as Consuming. Theory Into Practice. 40 (3): 158-65.

Hanna, R.C., et.al. (2005). Optimizing Time Limits in Retail Promotions. An Email

Application. Journal of the Operational Research Society. 56 (1): 15-.24.

McNamara, T. (July 2000). Defining the Blurry Line Between Commerce and Content.

Columbia Journalism Review. 39 (2).

Moe, W. (2004). Dynamic Conversion Behavior at E-Commerce Sites. Management Science. 50 (3): 326-35.[continue]

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