Content of corporate Web pages as advertising media

Content of corporate Web pages as advertising media products and provided some electronic publication of technical details and specifications. UTC Carrier decided to leapfrog their competitors with the intention of providing more value to customers. UTC Carrier ™s approach to CDSS used two primary facilities. First, they set about creating a comprehensive guide to the HVAC world called the Carrier Resource Center. The center contains links to industry organizations, universities where HVAC research is conducted, trade shows that maintain an online presence, and so forth. They also present items that are unique to Carrier and their customers: white papers, press releases, industry speeches, and so forth. This provides a focus for information search and, in particular, something that people in the industry can be pointed to by search engines, directories, and word of mouth. Second, and more importantly, Carrier analyzed the decision-making processes of its existing and potential customers. They identified a broad category of critical customers called œspecifiers.  These are people who are responsible for planning a HVAC system and defining the system requirements, but may not know much about HVAC per se, and be unaware of specific brands and products. UTC Carrier thought there was a significant opportunity to start the sales cycle http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Communications of the ACM Association for Computing Machinery

Content of corporate Web pages as advertising media

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Publisher
Association for Computing Machinery
Copyright
The ACM Portal is published by the Association for Computing Machinery. Copyright © 2010 ACM, Inc.
Subject
Marketing
ISSN
0001-0782
DOI
10.1145/272287.272325
Publisher site
See Article on Publisher Site

Abstract

products and provided some electronic publication of technical details and specifications. UTC Carrier decided to leapfrog their competitors with the intention of providing more value to customers. UTC Carrier ™s approach to CDSS used two primary facilities. First, they set about creating a comprehensive guide to the HVAC world called the Carrier Resource Center. The center contains links to industry organizations, universities where HVAC research is conducted, trade shows that maintain an online presence, and so forth. They also present items that are unique to Carrier and their customers: white papers, press releases, industry speeches, and so forth. This provides a focus for information search and, in particular, something that people in the industry can be pointed to by search engines, directories, and word of mouth. Second, and more importantly, Carrier analyzed the decision-making processes of its existing and potential customers. They identified a broad category of critical customers called œspecifiers.  These are people who are responsible for planning a HVAC system and defining the system requirements, but may not know much about HVAC per se, and be unaware of specific brands and products. UTC Carrier thought there was a significant opportunity to start the sales cycle

Journal

Communications of the ACMAssociation for Computing Machinery

Published: Mar 1, 1998

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