Amazon Marketing Strategy

Research Paper (undergraduate) from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, University of applied sciences, Munich, language: English, abstract: Founded in Seattle (Washington, USA) by Jeffrey Bezos in 1995, Amazonis now the world leading internet sales platform for consumer goods.Offering books in the first place Amazon now offers products in more than40 different product categories.Omnipresent everywhere in the internet Amazon claims to be "the world'smost customer-centric" company. Indeed Amazon is doing everything toachieve this goal through continuous service-improvement. Whenever anew service will be launched customers expectations always define thekey features.But what an internet company would Amazon be if this customer centricmission wouldn't be promoted and capitalised. Grown up with the internetand familiar with all its marketing instruments, Amazon uses everyopportunity to promote its brand and the offered services.Beside the user-experience Amazons success depends on its propagationand accessibility. Amazon manages this by sophisticated partnerprograms to grow fast and continuously. In consequence of the marketpower Amazon has, the prices for goods are more than competitive in theinternet.Since the internet still hasn't reached its maximum capacity and far noteverybody especially elder generations uses the internet for dailyshopping, Amazons growth will continue and further customer-centricservices will follow as long as the vision keeps alive.