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Since the burst of the internet bubble, e-tailers have taken major strides towards improving the profitability of online distribution channels. Operations managers have increased the efficiency of fulfillment processes. Marketing managers have unveiled the purchase behavior of different customer segments. However, the coordination between operations and marketing remains weak - whereas they are closely interdependent. At the same time, information technology provides the means for an ever richer interaction with the customer. Exploiting these means to enhance the marketing-operations coordination represents a vast yet untapped potential for sustaining the profitability of online distribution. In this paper, one discusses how revenue management concepts can help achieve this goal.
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