The Auction App: How Companies Tap the Power

How companies such as L. L. Bean and Sun Microsystems are using online auctions to help boost their bottom lines 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

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.

Preface

vii

Chuck Martin

Acknowledgments

xi

The Case for Participating at Auction

1

(22)

A Brief History of Internet Auctions

23

(14)

Special Section: Community-Based Selling and Peer-to-Peer Psychographics

37

(72)

Finding the Relevant Marketplace

47

(20)

Software and Services for Creating an E-Commerce Auction Infrastructure

67

(22)

Key Elements for a Successful Auction on Your Own Site or a Portal

89

(20)

Special Section: Case Studies

109

(128)

Resources for Researching Your Auction Initiative

129

(66)

Getting Beyond Being a ``One-Trick Pony''

195

(22)

Strategies to Protect Profit Margins

217

(20)

Special Section: Navigating the Online RFQ

237

(20)

Taking the Ball and Running with It

243

(14)

Appendix: Reversal of Fortune: The Changing Face of Government Procurement and How to Bid for Government Contracts Online

257

(24)

Index

281

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The Auction App: How Companies Tap the Power of Online Auctions to Maximize Revenue Growth

Summary

Author Biography

Table of Contents

Supplemental Materials