【案例名称】Jeff Bezos and Amazon.com

【作者】Mark Parry

【页数】17

【格式】PDF

【语言】英语

【出版日期】1999年6月22日

【学科】市场营销 (Marketing)

【案例编号】UV0319-PDF-ENG

【来源】Darden School of Business

【网页】http://cb.hbsp.harvard.edu/cb/product/UV0319-PDF-ENG

【简介】

Students evaluate the consistency and liability of Amazon.com founder Jeff Bezos's marketing strategy. Bezos founded Amazon.com as an Internet retailer of books, and by 1999, the site also sold CDs, videos, used books, and gifts and operated an auction service.

【学习目标】

This case gives students an opportunity to explore the evolution of Jeff Bezos's strategy for Amazon.com. This case is designed to be taught in conjunction with the technical note.

【涉及课题】

Internet marketing; Market positioning; Marketing

【背景】

    * Industry: Internet services
    * Industry: Retail trade
    * Company Revenue: less than $1 million in revenues
    * Event Year Begin: 1999

【下载】

http://www.mbabbs.com/thread-248-1-1.html