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

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9780071387354: The Auction App: How Companies Tap the Power of Online Auctions to Maximize Revenue Growth

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

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From the Back Cover:

How to Use Online Auctions to Slash Your Company's Costs--and Dramatically Expand Your Marketing Reach

Online auctions have emerged as today's most efficient tool for businesses to streamline their supply chains and gain fast, economical access to millions of new customers. The Auction-App details how companies--from hometown mom-and-pop stores to multinational corporations--are using Internet auctions to find the best deals on goods and services while, at the same time, locating cost-effective markets for their frontline products and excess inventory. Let it show you how to tap into the online marketplace, and begin to enhance your organization's competitive stance today!

Praise for The Auction-App...

"If you want to harness the power of the online auction to reach new customers, then read The Auction-App with a highlighter pen and notepad. You'll gain valuable insights into how auctions can help you enhance your customer relationships and add depth to your customer database."--Todd Simon, Senior Vice President, Omaha Steaks "Hits the sweet spot of the post-bubble Internet. Two veterans of the first and second Web generations share their wisdom with the third generation. Harden is a master not of the new-new thing, but of the real thing."--Robert R. Frump, Former Vice President, Standard & Poor's Electronic Media "Before you cave in to the increasingly tired theme of the viability of e-commerce, take a look at The Auction-App. Within its pages you'll find examples and illustrations of businesses gaining full use of the dynamics that e-Business and online marketplaces afford."--Kent Allen, Research Director, Aberdeen Group

Three reasons your business needs to take advantage of online auctions:

1. Online auctions provide instant, low-cost exposure to new markets and opportunities.

2. Auctions help you enhance brand loyalty and develop a brand experience among your online audience.

3. It is virtually certain that your sharpest competitors are already there!

As you read these words, online auctions are redefining decades-old supply chain relationships and business practices. Many of today's largest and most successful companies--from Hershey's and Wal-Mart to IBM and Sun Microsystems--have made online auctions an integral component of their sales and supply operations.

The Auction-App is the first book to explore the exciting new world of B2B and B2C online auctions from a marketing point of view. It shows you how to seamlessly weave online auctions into your company's sales arsenal, all in everyday, non-technical language designed to demystify this developing marketplace.

Written by Leland Harden and Bob Heyman, two online auction pioneers who were early advisors to today's online auction success stories, this straight-talking business guide provides you with:

  • Easy-to-follow techniques for moving your business into online auctions
  • Explanations of the best software and services for taking part in e-commerce auctions
  • Core principles for conducting successful auction business on the Internet, both as a buyer and as a seller
  • Complete analyses of traditional auction methods--from English and Dutch to Reverse and Reserve--and how each have been adapted to the online environment
  • Case studies and insights from decision-makers who have increased their profit margins through understanding--and utilizing--online auction technologies

The Internet is an integral part of today's business dynamic, and market leaders--or those who want to replace the leaders--can't afford to overlook any interactive Web opportunities. The Auction-App will show you how to retain an airtight online connection with both your customers and your suppliers, instantly cut expenses and increase revenues using today's online auction marketplaces, and seamlessly integrate online auction selling and buying into every aspect of your company's daily operations.

About the Author:

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.

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