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Dissertation Internet Marketing (2011)

Ref: market0061

Over the past decade, a growing number of companies, operating in various industries, have been moving online, with an increasing proportion of their revenues being generated there. The extensive use of the internet has had an effect on many traditional markets, by influencing levels of competition amongst firms and altering established market structures. This paper addresses the broad problem of virtual market structures, through a case-bycase inspection of a number of identified online markets, and by carrying out cross-industry analyses. A range of statistical models and measurement techniques are applied to industry data, gathered from online research companies. Moreover, a number of factors influencing the structural outcomes present in online industries are identified. The results are then combined with relevant models to provide a synthesis of online trends and theoretical developments, in an attempt to explain online market structures in the UK. Subsequently a framework for analysing virtual markets is developed, with potential implications for online marketing practices and the analysis of economic factors related to market structure, such as regulations and policies concerning market dominance.
 
  • 15,000 words – 100 pages in length
  • Good use of literature
  • Good in depth analysis
  • Well written throughout
  • Ideal for marketing and business students


1. Introduction

2. Literature Review
Current Trends in Internet Marketing
Electronic Markets and Electronic Hierarchies
Electronic Marketplace Research
Winner-Take-All in Networked Markets
Using Power Curves to Assess Industry Dynamics
Summary

3. Research Problem

4. Research Methodology
Nature of the Data Sources
Web Measurement Methodologies
Comparison of Measurement Techniques
Summary
Statistical Distributions
Normal Distributions
Power Laws
Measures of Industry Concentration
Concentration Ratio (CR)
Herfindahl-Hirschman Index (HHI)
Framework for Data Analysis

5. Data Analysis
Commercial Airlines
Consultancies
Insurance
Search Engines
Social Networking Services

6. Discussion of the Results
Case-by-case Analysis
Commercial Airlines
Consultancies
Insurance
Search Engines
Social Networking Services
Cross-industry Analysis

7. Conclusions

References


Appendix Section




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