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Going Direct: Design and Digital Commerce
Author(s) -
Rudd Nicholas
Publication year - 1999
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1999.tb00235.x
Subject(s) - business , marketing , e commerce , advertising , computer science , world wide web
IN THE WORLD of e‐business, organizations return to an era in which selling depends on one‐to‐one relationships with consumers. These “conversations,” as they are characterized by Nicholas Rudd, are opportunities to create unique and positive experiences, brands that keep customers coming back. Rudd defines the nature of digital commerce and then asks the questions design managers need to answer to establish effective online brands.