Title: Characteristics and internet marketing strategies of online auction sellers

Authors: Richard C. Becherer, Diane Halstead

Addresses: The University of Tennessee at Chattanooga, College of Business Administration, Dept. 6156, Department of Marketing and Entrepreneurship, 615 McCallie Avenue, Chattanooga, TN 37403-2598, USA. ' The University of Tennessee at Chattanooga, College of Business Administration, Dept. 6156, Department of Marketing and Entrepreneurship, 615 McCallie Avenue, Chattanooga, TN 37403-2598, USA ' '

Abstract: Internet marketing is a field that is continuing to grow, and the online auction concept may be defining a totally new and unique distribution alternative. Very few studies have examined auction sellers and their internet marketing strategies. This research examines the internet auction phenomenon as it relates to the marketing mix of online auction sellers. The data in this study indicate that, whilst there is great diversity among businesses that utilise online auctions, distinct cost leadership and differentiation marketing strategies are both evident. These two approaches are further distinguished in terms of the internet usage strategies employed by each group.

Keywords: internet marketing; online auctions; e-commerce; eBay.

DOI: 10.1504/IJIMA.2004.003688

International Journal of Internet Marketing and Advertising, 2004 Vol.1 No.1, pp.24 - 37

Published online: 09 Nov 2003 *

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