Category Archives: e-Marketing (English)

The effects of tree-view based presentation adaptation on mobile web browsing

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Reference: Adipat, B., Zhang, D., & Zhou, L. (2011). The effects of tree-view based presentation adaptation on mobile web browsing. MIS Quarterly, 35(1), 99-121

Main idea: The following article focuses on possibilities to enhance the visibility of a website on a handheld mobile device.

Summary:

With the increase of mobile telephone usage these days, people also tend to browse through the internet sites on these devices. However, the size of mobile handheld devices poses a constraint on the comfort and ease of use of surfing through the web on mobile phones, since they restrict text and information all at once and people would have to either zoom out or try to remember what they last read and link it to what they will start to read. Other negative aspects associated with the mobile handheld device, is the capacity of storage and limited memory. However, positive aspects are also identified and what is now mostly common is the term “ubiquitous”, the ability to be connected anywhere and anytime with the handheld mobile devices.
Most websites have been designed for larger screens such as computers and portable computers and are poorly suited for handheld devices. According to W3C (the World Wide Web consortium) “adaptation is defined as a process of selection, generation, or modification that produces one or more perceivable units in response to a requested uniform source. Presentation adaptation involves a process of re-authoring or rearranging the content layout of a web page in order to achieve more effective content navigation and improve user experience with mobile web.

This research aims to find the answer to these questions: “can presentation adaptation techniques improve user performance and perception? “Will more presentation adaptation features result in better user performance and perception? And “how does the impact of presentation adaptation vary with complexity”? What is suggested to facilitate the web search and web browsing with handheld mobile devices is three techniques that might make it easier to use the web on a handheld mobile device.

First, “tree-view hierarchical display”. To make it clearer, this approach presents the content of a web page in a tree-type, multilevel hierarchy. “Instead of showing the original Web content entirely, it first displays major section titles in a Web page at the highest level of the tree. Users can click a section title of interest, and the tree will either expand to show the next level branches or display the detailed content of the section selected”. This tree view based technique will make it easier for browsers on handheld mobile devices to have a clearer page and read with more ease without the need to go back and forth and scrolling up or down.

Second there’s the notion of “text summarization” where parts of the text are abstracted and readers are provided with the necessary condensed information.

And finally, the third technique to make browsing easier on handheld mobile users, is the technique of “colored keyword highlighting:” is the use of visualization techniques to highlight and point out on the keywords appearing in a certain section which will make it easier to point out the important words and context of the content available.

FICHE: Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior

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Référence : Terry L. Childers, Christopher L. Carr, Joann Peck, Stephen Carson (2001) “Hedonic and Utilitarian Motivations for Online Retail   Shopping Behavior”, Journal of Retailing, Vol. 77, pp. 511-535)

Idée dominante : Bien que la dimension instrumentale du site web explique bien les attitudes de consommation en ligne, la dimension immersive, hédoniste et ludique du média a au moins un rôle équivalent.

Résumé :

Le mécanisme d’achat engage à la fois les notions d’utilitarisme et d’hédonisme. Les e-commerces BtoC permettent une plus grande opportunité pour les entreprises de créer un environnement de shopping esthétiquement et cognitivement prospère. Ces environnements ne sont pas facilement copiables dans le monde non-électronique.

Cet article teste empiriquement les attitudes de consommation sur internet et aussi l’acceptation des technologies. Deux études sont menées et distinguent deux catégories : les nouveaux médias qui seraient davantage de dimension hédoniste et les medias traditionnels plus utilitaristes.

D’autre part, les auteurs ont remarqué l’importance de la navigation, la praticité et du degré de substituabilité de l’environnement électronique par rapport à l’essai en direct des produits, sur les attitudes de consommation. Les études montrent que les sites d’achat en ligne sont très utiles et faciles d’accès et c’est ce qui plait aux consommateurs, toutefois, on remarque aussi que le plaisir de naviguer, l’amusement que le consommateur en tire est tout aussi important. Ainsi, les résultats permettent de réfléchir à la création d’une webmosphère sur les boutiques en ligne grâce à des designs plus efficaces et plus interactifs.

Note d’intérêt :

Hirshman et Holbrook (1982) ont séparé les consommateurs en 2 catégories : les « problem solvers » (ceux qui résolvent les problèmes) et les consommateurs en recherche de fun, d’excitation, d’amusement, de stimulation sensorielle.

Selon l’étude, plus le site web est interactif plus il est créateur de plaisir dans l’achat. Et plus il va se substituer à l’essai personnel du produit en boutique.

  • Plus on créera un site interactif, plus les consommateurs du luxe retrouveront l’hédonisme d’un achat en boutique, le plaisir de vivre une expérience stimulante.
  • WEBMOSPHERE : Design, navigation, utilisation d’outils comme JAVA, images, vidéos, couleurs, humour, sons, musiques, jeux, animations, réseaux

Qu’est ce qui va physiquement sur le site (regroupement de marchandise, contenu visuel…) remplacer le physique hédonique de la boutique ?

Limites : L’étude s’est concentrée sur seulement trois catégories explicatives. Il en existe probablement de nombreuses autres comme par exemple la disponibilité des informations avant l’achat, la capacité aussi à acheter à plusieurs et ne plus en faire une expérience individuelle. Il faudrait aussi prendre en compte l’assistance personnelle au shopping.

Il faudrait aussi aller plus loin dans l’étude de ce qui fait d’une boutique un endroit sensoriel pur et comment le transmettre en pop-up, vidéos en streaming, couleurs, graphiques, texte…

Autres références :

Hirshmann E.C, Holbrook M.B (1982) « Hedonic Consumption : Emerging Concepts, Methods & Propositions », Journal of Marketing, Vol. 46, pp. 92-101

Caractéristiques de l’environnement d’achat dans le contexte d’e-service

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Author(s) : Wassila OUARE (Master ID Apprentissage)

Introduction :
Le World Wide Web a permis a de nombreuses entreprises de transformer les défis du passé en des possibilités du futur, pas seulement dans le contexte de la commercialisation, mais plus important encore comme un moyen efficace d’entretenir les relations clients (Eastlick et al, 2006). Compte tenu de la croissance continue du commerce en détail en ligne au cours de la dernière décennie, la compréhension de la relation de l’entreprise en ligne pour le client est impérative (Harrison-Walker et Neeley, 2004). Comme la concurrence dans l’e-commerce de détail est devenue intense, un nombre croissant de détaillants en ligne ont reconnu que la relation acheteur-vendeur est critique pour la réussite des entreprises (Babakus et al, 2004; Boyer et Hult, 2005). Cependant, de nombreuses études ont indiqué que la satisfaction et la fidélisation des clients dans les ventes en ligne est un défi majeur. Beaucoup de sociétés traditionnelles de vente en détail ont adopté la stratégie multi-canal pour profiter de la vente au détail électronique (e-commerce de détail) (Gallo et McAlister, 2003). C’est l’évolution du marché qui a lancé de nombreuses recherches sur les canaux de vente au détail et ont commencé à se concentrer sur le service global disponible sur les sites Web de vente au détail (Singh, 2002). Des recherches antérieures suggèrent que l’aide à la clientèle est efficace et le service est plus indispensable, que l’offre de produits ou de prix bas pour attirer les clients pour les magasins en ligne,  et en offrant une qualité de service élevée serait d’augmenter la rentabilité (Yang and Fang, 2004). Ainsi, la création et le maintien orienté vers le client est une nécessité, plutôt qu’un choix, pour les entreprises du e-commerce (Yang, 2001). Dans le système actuel de marché orienté vers le client, la qualité de l’e-service a été identifiée comme l’un des facteurs clés qui détermine le succès ou l’échec de l’e-commerce de détail, par conséquent, il est l’éléments de preuve suffisant qui suggère que la satisfaction est associée à la fidélité des clients, certains chercheurs (Kim et al. 2007) ont constaté que quand un consommateur est satisfait, la durée de la relation consommateur-commerçant est plus longue. Ainsi, il est impératif de comprendre et de promouvoir ces accès sur l’e-service de la clientèle qui peuvent avoir la capacité d’améliorer la satisfaction client et de le fidéliser.

Hypothèses :
• Comment les caractéristiques de l’environnement d’achat sur le web, qui ne sont pas directement associées aux informations sur les prix ou sur un produit, elles sont liées à la globale e-satisfaction.
• Comment la e-satisfaction et la fidélisation sont elles liées.

Résultats :
Les résultats ont montré que sur les six dimensions de l’environnement d’achat en ligne (la commodité, l’apparence web, la valeur du divertissement, la communication, la personnalisation), trois d’entre elles qui sont la commodité, l’apparence web et la valeur du divertissement ont eu un effet direct sur l’e-satisfaction. En outre l’étude a révélé une relation relativement positive entre la satisfaction et l’e-fidélité.

Conclusion :
La commodité et l’apparence web sont les clés importantes en matière d’e-satisfaction et d’e-fidélité. C’est des sites Web qui doivent être bien conçus, facile à naviguer, rapide pour effectuer des transactions, faciles à trouver de l’information pour satisfaire les acheteurs en ligne et d’améliorer leur loyauté envers le site. (Selon Kim et al. 2007), plus de 50 pour cent des e-commerçants ne fournissent pas des services qui facilitent ou facilite la navigation tels que des instructions de commande et de parcourir l’instruction. Près de 70 pour cent des sites Web de vente au détail en ligne fournissent d’option de livraison express, ce qui rend les achats en ligne pratique. En ligne les détaillants doivent être conscients du fait que si les consommateurs ont du mal à trouver de l’information, ils peuvent aller à différents sites de vente au détail. Ainsi, il est impératif que les détaillants en ligne renforcent leur commodité de services connexes s’ils désirent de renforcer la fidélité des consommateurs par la satisfaction des clients. Avec les attributs de proximité des services connexes, cette étude a également indiqué que l’apparence du site Web a une influence significative sur la satisfaction des consommateurs, qui à son tour transferts Cependant, cette étude n’a pas trouvé des facteurs à influer sur la satisfaction des consommateurs. Nous croyons que cela pourrait être dû à la familiarité avec le site. Une fois que les consommateurs est familiarisé avec la marque ou le site, ils pourraient envisager d’autres indicateurs tels que la commodité et l’apparence web, plus important. Très peu études ont porté sur la façon dont la familiarité avec un site Web affecte l’évaluation des consommateurs sur la qualité du service en ligne par rapport à l’e-satisfaction et e-fidélité. Les recherches futures, Par conséquent, pourrait explorer la familiarité des consommateurs avec des sites Web en relation avec l’évaluation des attributs de service électronique. Les résultats de cette étude confirment les recherches antérieures indiquant qu’il ya un effet positif direct de la satisfaction des consommateurs sur le e-fidélité. Globalement, cette étude a identifié le rôle important de l’e-service de qualité sur la satisfaction des consommateurs et e-fidélisation.(Kim et al, 2007).

 

Références bibliographique:
Eastlick, M., Lotz, S. and Warrington, P. (2006), “Understanding online B-to-C relationships:
an integrated model of privacy concerns, trust, and commitment”, Journal of Business
Research, Vol. 59, pp. 877-86.

Harrison-Walker, L.J. and Neeley, S.E. (2004), “Customer relationship building on the internet in
B2B marketing: a proposed typology”, Journal of Marketing Theory and Practice, Vol. 12
No. 1, pp. 19-35.

Babakus, E., Beinstock, C. and Van Scotter, J. (2004), “Linking perceived quality and customer
satisfaction to store traffic and revenue growth”, Decision Sciences, Vol. 35 No. 4,
pp. 713-37.

Gallo, R. and McAlister, J. (2003), “E-retail hot topics”, Retail Forward, August, pp. 1-10.
Goldsmith, R.E. and Goldsmith, E.B. (2002), “Buying apparel over the internet”, Journal of
Product & Brand Management, Vol. 11 No. 2, pp. 89-102.
 
Singh, M. (2002), “E-services and their role in B2C e-commerce”, Managing Service Quality, Vol. 12
No. 6, pp. 434-46.

Yang, Z. and Fang, X. (2004), “Online service quality dimensions and their relationships with
satisfaction: a content analysis of customer review of securities brokerage services”,
International Journal of Service Industry Management, Vol. 15 No. 3, pp. 302-26.

Yang, Z., Jun, M. and Peterson, R.T. (2004a), “Measuring customer perceived online service
quality: scale development and managerial implications”, International Journal of
Operations & Production Management, Vol. 24 No. 11, pp. 1149-74.

Yang, Z. (2001), “Consumer perceptions of service quality in internet-based electronic commerce”,
Proceedings of the 30th EMAC Conference, Bergen, May, pp. 8-11.
 
Kim, J.H., Kim, M. and Kandampully, J. (2007), “The impact of buying environment
characteristics of retail web sites”, Service Industries Journal, Vol. 27 No. 7, pp. 865-80.

UK CRM – Syllabus

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Author(s) : Jean-Eric PELET

 

Students are encouraged to register on each of these social networks: Facebook, Twitter and LinkedIn in order to understand the course with more accuracy.

Objectives

Description

  • This course develops critical student perspectives into Customer Relationship Management (CRM) and technologies enabling the Internet and their uses in marketing and business management.
  • It enables students to understand the theory and practice of marketing and business strategy in the context of the dynamic electronic and digital landscape. It is now essential for businesses to engage with the complexities of Internet technologies in order to achieve competitive success. This fast changing environment throws up both opportunities and challenges to businesses.
  • The course will enable students to gain a deeper understanding of the CRM and strategic aspects of business conducted within the electronic context.

    Objectives

  • The aim of this lecture is to enable students to investigate, contextualize, and critically evaluate the application of Internet technologies in CRM and strategy.
  • The lecture will draw from theory and current practice across a wide range of e-marketing contexts to enhance awareness of the theory and practice of CRM.
  • The course will prepare students for the opportunities and challenges of CRM by introducing them to a variety of areas covering the CRM landscape.
  • The course also aims to develop understanding of the processes of value creation and the performance metrics used to evaluate the effectiveness of digital strategies.The course will also:
  • Assess the relevance of the concepts of relationship, direct and database marketing on the internet
  • Evaluate the potential of the internet to support one-to-one marketing, and the range of techniques and systems available to support dialogue with the customer over the Internet
  • Assess the characteristics required of tools to implement one-to-one marketing

    Intended Learning Outcomes:

  • Demonstrate knowledge and understanding of key features around the CRM landscape and issues in CRM contexts.
  • Demonstrate knowledge and understanding of CRM strategies including research, consumer behaviour, and market segmentation issues.
  • Demonstrate knowledge and understanding of the CRM planning process including frameworks, implementation, and evaluation
  • Demonstrate comprehensive understanding of all aspects of CRM management through the construction of a CRM plan appropriate to a business scenario.
  • Critically apply theories by evaluating marketing plan in the context of implementation and performance metrics.

    Question for marketers

  • How can the Internet be used to support the different stages of the customer lifecycle?
  • How do I implement permission marketing?
  • What do personalization and mass customization mean and how should I apply them in my marketing?

    Keywords

  • Customer Relationship Management, relationship marketing, e-marketing, digital marketing, Customer Analytics
  • This course also examines the impact of the Internet on traditional methods of marketing, and more generally, the related business functions which enable and support it. It explores the existing and potential future uses of the Internet for the marketing(s) of goods and services across a range of product categories.
  • It also investigates the use and utility of the Internet on both sides:
    • as a strategy for business,
    • as a medium to increase effectiveness, efficiency, and competitiveness,
    • as a technique across a range of different kinds of missions which influence how businesses operate today.

    Programming

    1. Introduction to CRM and e-marketing
    2. The buzz marketing: developing the company’s profile and communicate quickly
    3. The search engine marketing: developing the company’s visibility on search engines and increase traffic to its site
    4. The co-creation and participation: improving creativity and credibility by the participation of users
    5. The company blogs: create the company’s community of online users
    6. The presence marketing: adopt a new channel of communication, promote immediacy in customer relations
    7. Social networks: building networks to develop business opportunities and career
    8. The ubiquitous marketing: leverage the company’s commercial presence to increase its business

    Evaluation: theoretical and practical

    The weighting of each assessment activity is indicated in the table below:

     

    Theory: Synthesis of an academic paper Practice – Creation of the CMS Practice – Participation to the main platform Total
    33% 33% 33% 100%

    Objective

    • You are warmly encouraged to read this chapter in order to understand the whole lecture:
      • Pelet J.-É. (2010), Using Web 2.0 Social Computing Technologies to Enhance the Use of Information Systems in Organizations, IGI Global, pp.101-132, DOI: 10.4018/978-1-61692-904-6.ch007, http://bit.ly/fJVhWI
    • Following the example of this chapter, you are required to build a Content Management System platform related to the following topic: Knowledge Management and to one of the themes of your choice.
    • Number of students for one platform: 6

    Method

    Multimedia content is VERY welcome (pictures, videos, sounds, presentations, etc.)

    In theory

      • In order to gain an in-depth understanding of a topic of interest, the student committed to Knowledge Management, will choose an article to synthesize it.
      • This article can be chosen:
      • Among recent publications from top ranked journals (A* and A only) issued from Marketing databases
      • From articles delivered by the lecturer.

    This synthesis of 2-pages (A4 format) is a summary of this article, mentioning what looks most important to you. It necessarily contains:

        • A literature review,
        • hypothesis,
        • results,
        • bibliographical references used in the synthesis.
    • This work will appear on the Content management System of the group the student takes part of, in order for the other students to read the works of their colleagues and eventually grade it. Students will also print this synthesis to get graded by the lecturer.
        1. Choose an article among the following one (see below)
        2. Write the title in front of your name on this page (clic here)
        3. Write a synthesis following this model and copy paste it from Word to the platform of the classroom by creating a post: one post for one synthesis of article

    Course methodology

    1. Class lecture and discussions
    2. In and outside of class team/individual participation to the course knowledge management
    3. Team projects and presentation
    4. Individual research paper
    5. Outside of class reading/participation to the platform of the lecture
    6. Popular Website visits (in and outside of class)

    Individual research paper

    • The paper should be an independent piece of research work based on a critical analysis of secondary research written in the form of a publishable journal article outline, accompanied by at least five references of key source material contributing to the article.
    • The paper should be on one of the chosen topics from the theme of E-Marketing Environment and should clearly outline a research context, define a specific research problem, outline challenges and opportunities presented by the issue to marketers, provide a comprehensive theoretical background and rationale, and outline some marketing implications and recommendations.
    • (Examples would be the implications of the internet landscape in certain emerging economies; issues around country and market attractiveness for e-marketing; issues and challenges around converge of certain types of technologies; issues around the digital divide; issues around certain ethical and legal challenges; issues around ownership of internet and content etc.)

    Team Projects

    • Student teams comprised of approximately 3 students will be assigned several tasks such as developing a knowledge management plan for an organization that does not yet use the online environment, such as the traditional brick and mortar companies;
    • Each team will be required to turn in a detailed paper and complete individual and peer evaluations;
    • All these projects must be created on websites so your colleagues are able to watch it;
    • Each group will be required to develop an individual website.
    • Guidelines for these websites will be posted on the platform class website.
    • A number of online providers offer free websites and offer detailed instructions on how to complete this website.
    • This assignment can also be completed in any number of HTML editors (Microsoft FrontPage, Dreamweaver, etc.).
    • However, these programs will not be covered in class so students will have to learn one of these programs on their own.
    • A link to your Web Site must be submitted electronically via email.

    Classroom Courtesy

    • Since every student is entitled to full participation in class without interruption, all students are expected to be in class and prepared to begin on time. Please be considerate of fellow classmates and turn off all beepers, pagers, cell phones, etc. Students involved in discourteous behavior, rude/unnecessary comments, talking during class, sleeping, and other disruptions will not be tolerated (you will be required to leave).
    • Laptops will only be permitted if used for in-class note taking. Cell phones should also be out of sight while in class (and absolutely no text messaging).

    Learning and Teaching Activities:

    • Lecture style presentations will introduce students to theoretical underpinnings in course content. Seminar sessions will include case study interrogation, in-class presentations, class discussions, and audio-visual material (where appropriate) and will reinforce theoretical learning, foster application and analysis skills in enabling students to choose and discuss appropriate international marketing strategies and tactics. Online support will be available for disseminating teaching, learning, and assessment materials and for facilitating student discussion and feedback.
    • In line with the KMCMS’s Equal Opportunities Service policy, all appropriate support will be provided to meet the needs of differently-abled students including adaptation of learning materials where appropriate.
    • Students will be required to keep up with all the learning and teaching activities in order to successfully achieve all the mandated learning outcomes. The module will require considerable student input of independent reading and preparation daily to keep up with prescribed reading.

    Course Materials

    Textbook

    • Strauss, J., El-Ansary, A., & Frost, R. (2006). e-marketing (4th ed.). Upper Saddle River, NJ: Pearson Education Inc. ISBN 0-13-148519-9.
    • E-commerce : De la stratégie à la mise en œuvre opérationnelle de Henri Isaac, Pierre Volle, et Yann Bréban (Broché – 23 mai 2008)
    • Culture Web : Création, contenus, économie numérique de Xavier Greffe et Nathalie Sonnac (Broché – 14 mars 2008)

    Further readings

    Documents are pdf files

    Download the reader if necessary:


    Get Adobe Acrobat Reader

    Consulting papers

    • Best Practices in Email Marketing > The Ultimate Email Marketing Guidebook: Increasing Subscriber Engagement > Breakthrough Examples of How Brands are Raising the Email Marketing Bar, read
    • Social currency: why brands need to build and nurture social currency by Vivaldi Partners, read
    • Rise of Social commerce: A trail guide for the social commerce pioneer by Lora Cecere et al., read
    • Seven guidelines for achieving ROI from Social Media by eMarketer, read
    • Four ways to get more value from digital marketing by David C. Edelman, read
    • The best of both worlds by Tom Bunzel, read
    • Buzz building: 7 steps to Social Media Marketing Success by Silverpop, read
    • Vital checklist for website redesign by Khrysti Nazzaro, read
    • How to use social media to improve customer service and cut costs by Bob Thompson, read
    • Generate leads with social media strategy: 6 steps to fill up sales funnel by Meclabs, read

    Video

    Go to the post.

    Podcast

    Go to the post.

    Links

    Cloud Marketing

    Digital Social Networks

    Books
    1. Flores L., Volle P., « Potentiel relationnel et impact du site de marque sur la performance marketing », Décision Marketing, n°40, octobre-décembre 2005.
    2. Jayachandran S., Sharma S., Kaufman P. et Raman P., « The Role of Relational Information Processes and Technology Use in customer Relationship Management », Journal of Markeging, vol.69, octobre 2005.
    3. Luo X. et Seyedian M., « Contextual Marketing and Customer-Orientation Strategy for E-Commerce : An Empirical Analysis », International Journal of Electronic Commerce, vol. 8, n°2, hiver 2003, 95-118.
    4. Montoya-Weiss M., Voss G.B., Grewal D., “Determinants of on line channel use an doverall satisfaction with relational multichannnel service provider”, Journal of the Academy of Markegting Sciences, vol. 31, n°4, 2003.
    5. Parasuraman A., Grewdal D., “The impact of technology on the quality-value-loyalty chain : a research agenda”, Journal of Marketing Science, n°28, 1, 2000, 168-174.
    6. Parasuraman A., Zeithaml V.A., Malhotra A., “ES QUAL, A multiple item scale for assessing Electronic Service Quality”, Journal of Service Research, vol. 7, n°3, février 2005.
    7. Senecal S., Nantel J., “The influence of online product recommendations on consumer’s online choices”, Journal of Retailing, 80, 2004.
    8. Thomas J. S., Sullivan U. Y., “Managing Marketing Communications with Multichannel Customers”, Journal of Marketing, vol. 69, october 2005.
    9. Van der Laan J.W., The future of on line food retailing, Food Personnality, janvier 2000.

    Going further

    1. Andrieu O., Créer du trafic sur son site Web, Eyrolles, 2004, Paris.
    2. Cheskin Research, E-Commerce trust study, janvier 1999.
    3. Flores L., Muller B., Egrebi M., Chandon J. L., « Impact des sites de marque : effet de la visite et apport des outils relationnels », Revue Française du Marketing, n°217, 2/5, mai 2008.
    4. March V., L’affiliation, Pourquoi ? Comment ?, Editions d’Organisation, 2004, Paris.
    5. McAlexander J. A., Schouten J. W., Koening H. F., “Building brand community”, Journal of Marketing, vol. 66, Iss. 1, janvier 2002, Chicago.
    6. Moe W., Fader P. S., “Which visits lead to purchases ? Dynamic conversion behaviour at E Commerce Sites, in Mitch Betts, Turning browsers into buyers”, MIT Sloan Management Review, 42, 2, hiver 2000, 8-9.
    7. Niks, Wouter, Plasmeijer P. Et Peelen E., E-commerce, transactiemodel voor internet, Samson, 2000, Alphen a/d Rijn.
    8. Peppers D., Rogers M., One to One manager : Real World lessons in customer relationship management, Capstone Publishing, 2000, Oxford.
    9. Saporta S., Référencement sur le Net : les nouvelles méthodes gagnantes, Editions d’Organisation, 2005, Paris.
    10. Swinkels H., Web Usability bij de Nederlandse e-tailers, een onderzoek naar, 2001.
    11. Turban E., King D., Lee J., Viehland D., Electronic commerce, a managerial perspective, Prentice Hall, 2004. Wiklund M. E., Usability in Practice : How companies develop user friendly products,AP Professionnal, 1994, Massachussets.