Amazon Marketing Strategy (ePub)

Research Paper (undergraduate) from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, University of applied sciences, Munich, language: English, abstract: Founded in Seattle (Washington, USA) by Jeffrey Bezos in 1995, Amazon
is now the world leading internet sales platform for consumer goods.
Offering books in the first place Amazon now offers products in more than
40 different product categories.
Omnipresent everywhere in the internet Amazon claims to be "the world's
most customer-centric" company. Indeed Amazon is doing everything to
achieve this goal through continuous service-improvement. Whenever a
new service will be launched customers expectations always define the
key features.
But what an internet company would Amazon be if this customer centric
mission wouldn't be promoted and capitalised. Grown up with the internet
and familiar with all its marketing instruments, Amazon uses every
opportunity to promote its brand and the offered services.
Beside the user-experience Amazons success depends on its propagation
and accessibility. Amazon manages this by sophisticated partner
programs to grow fast and continuously. In consequence of the market
power Amazon has, the prices for goods are more than competitive in the
internet.
Since the internet still hasn't reached its maximum capacity and far not
everybody especially elder generations uses the internet for daily
shopping, Amazons growth will continue and further customer-centric
services will follow as long as the vision keeps alive.