Amazon.com. An e-commerce force in Europe

Inhaltsverzeichnis (Table of Contents)

• ABSTRACT
• LIST OF ABBREVIATIONS
• LIST OF SYMBOLS
• LIST OF FIGURES
• 1 INTRODUCTION
  • 1.1 AIM AND OBJECTIVE
  • 1.2 STRUCTURE OF THE THESIS
• 2 ELECTRONIC COMMERCE
  • 2.1 DEFINITION OF E-COMMERCE
  • 2.2 THE ONLINE MARKETPLACE
    • 2.2.1 CURRENT STATUS
• 3 THE PATH TO CUSTOMER CENTRICITY
  • 3.1 THE MARKETING MIX
    • 3.1.1 THE 4 PS
    • 3.1.2 THE 4 CS
  • 3.2 CUSTOMER CENTRICITY
  • 3.3 THE SEVEN PILLARS OF CUSTOMER CENTRICITY
  • 3.4 ECONOMIC MOTIVATION OF PERSONALIZATION
    • 3.4.1 DIRECT SWITCHING COSTS
    • 3.4.2 OPPORTUNITY COSTS
    • 3.4.3 SUNK COSTS
• 4 AMAZON
  • 4.1 THE FOUNDING OF AMAZON AND RISE OF THE INTERNET
  • 4.2 AMAZON'S CULTURE AND BUSINESS STRATEGY
  • 4.3 CURRENT STATUS OF AMAZON
  • 4.4 CUSTOMER LOYALTY
    • 4.4.1 MEASURABLE EFFECTIVENESS
    • 4.4.2 AMAZON PRIME
    • 4.4.3 AMAZON APPS
    • 4.4.4 TARGETED ADVERTISING
    • 4.4.5 SUBSCRIBE & SAVE
  • 4.5 AMAZON WEB SERVICES
• 5 THE MCR-BM CONCEPT
  • 5.1 INTRODUCTION TO CRM
  • 5.2 MANAGEMENT OF CUSTOMER RELATIONSHIP IN BUSINESS MEDIA (MCR-BM)
    • 5.2.1 CUSTOMER INTERACTION
    • 5.2.2 ADDED VALUE FOR THE CUSTOMER
    • 5.2.3 CUSTOMER PROFILING
    • 5.2.4 TRUST
    • 5.2.5 VIRTUAL COMMUNITIES
    • 5.2.6 PROCESSES
    • 5.2.7 CONTROLLING
• 6 ANALYZING AMAZON'S ‘CUSTOMER CENTRIC' EFFORTS
• 7 CRITICAL ANALYSIS OF THE ASSESSMENT

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis examines the efforts Amazon takes to be a customer-centric company. The work analyzes how Amazon has evolved from an online bookstore to a global e-commerce platform, focusing on the company's customer loyalty programs and strategies. It seeks to assess Amazon's degree of customer centricity by applying theoretical concepts of the topic to the company itself.

• Amazon's transformation from an online bookstore to a global e-commerce platform.
• Amazon's customer loyalty programs and strategies, such as Amazon Prime and targeted advertising.
• The concept of customer centricity and its application to Amazon's business model.
• Amazon's use of technology and innovation to enhance customer experience.
• The role of marketing mix and its relationship to customer centricity.

Zusammenfassung der Kapitel (Chapter Summaries)

The thesis begins by introducing the concept of e-commerce and its development, highlighting the importance of customer loyalty in the digital age. Chapter 3 delves into the concept of customer centricity, explaining its importance and exploring the marketing mix and its application to achieving customer-centricity. Chapter 4 focuses on Amazon, tracing its history, business strategy, and current status. It examines Amazon's customer loyalty programs and initiatives, such as Amazon Prime and targeted advertising. Chapter 5 discusses the MCR-BM concept, which focuses on managing customer relationships in business media. The chapter explores various aspects of this concept, including customer interaction, added value, customer profiling, and trust.

Schlüsselwörter (Keywords)

The key terms explored in this thesis include: Amazon, Jeff Bezos, customer centricity, CRM, MCR-BM, e-commerce, marketing mix, 4 Ps, 4 Cs, personalization, and customization.