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e-Delivery of Marketing Materials

Electronic delivery of product catalog and marketing col­lateral materials. The Internet provides a new medium for disseminating sales and marketing materials to mass audiences at a speed far greater than and a cost far less than the traditional distribution of printed materials. The greater efficiency of e-delivery gives companies the agil­ity to deliver new product differentiation messages as an ongoing routine rather than a periodic exercise. The foun­dation for this application is the marketing encyclope­dia, a central repository for product, market, and competitive information that is used to feed a number of

automated sales and marketing applications. E-delivery can be static (Web storefront), proactive (direct e-mail marketing campaigns), and reactive (responding to re­quests for information). Bandwidth capacity and format compatibility are among the most critical issues. By its nature, e-delivery is typically tightly integrated with cam­paign management and SPA.


The drastic changes in the business landscape of the past decade have forced companies to expand their informa­tion systems beyond the walls of the enterprise to en­compass the supply chains in which they operate. Multidimensional and dynamic by nature, supply chains are collective groups of parties who participate in shap­ing and moving a product from the creation of its com­ponent parts to its delivery to the end user. The supply chain management (SCM) market has struggled through an identity crisis for a number of years because of defi­nitional problems (SCM means different things to dif­ferent people) and the lack of efficient and cost-effective mechanisms for intercompany collaboration. Internet technology is directly and dramatically solving the lat­ter and indirectly alleviating the former.

While the market is growing significantly in size, the SCM offerings are changing dynamically in shape and size. The two primary drivers are the continued explo­sion of Internet-enabled e-business and the increased focus on the integration of front-end and back-end pro­cesses and systems. As with e-business itself, SCM activ­ity in the B2B sector is expected to far outpace that of the B2C sector. Now that the concept of selling prod­ucts over the Internet has taken hold and is poised for rapid acceleration, companies will be faced with the ur­gent necessity to ramp up their order fulfillment capa­bilities. While this will boost ERP enhancement activity, many of the SCM players have more agility to fill this need with a quicker and cleaner solution. In addition to grasping the order fulfillment opportunity, SCM ven­dors are expanding their footprints and moving into the turfs of both the ERP and sell-side e-commerce vendors. Not to be out-flanked, several of the ERP vendors (espe­cially Oracle, SAP, JDE, and PeopleSoft) are also expand­ing into the SCM arena. This sets the stage for an interesting three-way match-up between ERP, SCM, and EAI software vendors.

To Be Continued

For balance of this article, click on the below link:

Lean Manufacturing Articles and click on Series 12

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