市场学case17directandonlinemarketing.doc

Company Case 17 (direct and online marketing) A: Booking on the internet Pondering The Internet In the early 1990s, Jeff Bezos, like many other potential entrepreneurs, pondered how she might use the Internet for business purposes. Bezos, then a senior vice president at a Wall Street hedge fund, believed that an Internet company would have to offer a greatly superior product or service if it were going to get customers to jump through the technological hoops involved in Internet commerce. Bezos drew up a list of 20 Internet business possibilities ranging from magazines to PC hardware or softwa