From liquidating excess
inventory to B2B materials procurement, corporate America has discovered online auctions
as a catalyst for redefining old supply-chain relationships and business practices. Most
analysts consider them the next big business opportunity.
The Auction App details the
tools and tactics employed by Sun Microsystems, Coca-Cola, and companies of any size and
virtually every industry for creating, conducting, managing, and executing online
auctions. Greater numbers of businesses will be able to discover the numerous profitable
advantages of utilizing online auctions. The Auction App shows them how to:
- Liquidate
excess inventory
- Acquire
new customers cost-effectively
- Conduct
real-time market research
- Provide
new avenues of cooperation between sellers and suppliers
How to Use Online Auctions to
Slash Your Companys Costs--and Dramatically Expand Your Marketing Reach
Online auctions have emerged
as todays most efficient tool for businesses to streamline their supply chains and gain
fast, economical access to millions of new customers. The Auction-App details how
companies--from hometown mom-and-pop stores to multinational corporations--are using
Internet auctions to find the best deals on goods and services while, at the same time,
locating cost-effective markets for their frontline products and excess inventory. Let it
show you how to tap into the online marketplace, and begin to enhance your organizations
competitive stance today!
Praise for The Auction-App...
If you want to harness the
power of the online auction to reach new customers, then read The Auction-App with a
highlighter pen and notepad. Youll gain valuable insights into how auctions can help you
enhance your customer relationships and add depth to your customer database.--Todd Simon,
Senior Vice President, Omaha Steaks
Hits the sweet spot of the
post-bubble Internet. Two veterans of the first and second Web generations share their
wisdom with the third generation. Harden is a master not of the new-new thing, but of the
real thing.--Robert R. Frump, Former Vice President, Standard & Poors Electronic Media
Before you cave in to the
increasingly tired theme of the viability of e-commerce, take a look at The Auction-App.
Within its pages youll find examples and illustrations of businesses gaining full use of
the dynamics that e-Business and online marketplaces afford.--Kent Allen, Research
Director, Aberdeen Group
Three reasons your business
needs to take advantage of online auctions:
1. Online auctions provide
instant, low-cost exposure to new markets and opportunities.
2. Auctions help you enhance
brand loyalty and develop a brand experience among your online audience.
3. It is virtually certain
that your sharpest competitors are already there!
As you read these words,
online auctions are redefining decades-old supply chain relationships and business
practices. Many of todays largest and most successful companies--from Hersheys and
Wal-Mart to IBM and Sun Microsystems--have made online auctions an integral component of
their sales and supply operations.
The Auction-App is the first
book to explore the exciting new world of B2B and B2C online auctions from a marketing
point of view. It shows you how to seamlessly weave online auctions into your companys
sales arsenal, all in everyday, non-technical language designed to demystify this
developing marketplace.
Written by Leland Harden and
Bob Heyman, two online auction pioneers who were early advisors to todays online auction
success stories, this straight-talking business guide provides you with:
- Easy-to-follow
techniques for moving your business into online auctions
- Explanations
of the best software and services for taking part in e-commerce auctions
- Core
principles for conducting successful auction business on the Internet, both as a buyer and
as a seller
- Complete
analyses of traditional auction methods--from English and Dutch to Reverse and
Reserve--and how each have been adapted to the online environment
- Case
studies and insights from decision-makers who have increased their profit margins through
understanding--and utilizing--online auction technologies
The Internet is an integral
part of todays business dynamic, and market leaders--or those who want to replace the
leaders--cant afford to overlook any interactive Web opportunities. The Auction-App will
show you how to retain an airtight online connection with both your customers and your
suppliers, instantly cut expenses and increase revenues using todays online auction
marketplaces, and seamlessly integrate online auction selling and buying into every aspect
of your companys daily operations.
Leland Harden and Bob Heyman
are cofounders of pioneer Internet marketing firm Cybernautics, and the originators of
online marketing techniques that have become standards throughout the industry. Harden has
written for AdWeek, DM News, and Interactive Marketing News, and is a regularly featured
expert on national television and radio. Heyman is founder and principal of New Canoe, a
member of the Catenas group of professional services companies.
298 PAGES