How to Use Online Auctions to Slash Your Company's Costs--and Dramatically Expand Your Marketing ReachOnline auctions have emerged as today's most efficient tool for businesses to streamline their supply chains and gain fast, economical access to millions of new customers. The Auction-App details how companies--from hometown mom-and-pop stores to multinational corporations--are using Internet auctions to find the best deals on goods and services while, at the same time, locating cost-effective markets for their frontline products and excess inventory. Let it show you how to tap into the online marketplace, and begin to enhance your organization's competitive stance today!Three reasons your business needs to take advantage of online auctions:1. Online auctions provide instant, low-cost exposure to new markets and opportunities.2. Auctions help you enhance brand loyalty and develop a brand experience among your online audience.3. It is virtually certain that your sharpest competitors are already there!As you read these words, online auctions are redefining decades-old supply chain relationships and business practices. Many of today's largest and most successful companies--from Hershey's and Wal-Mart to IBM and Sun Microsystems--have made online auctions an integral component of their sales and supply operations.The Auction-App is the first book to explore the exciting new world of B2B and B2C online auctions from a marketing point of view. It shows you how to seamlessly weave online auctions into your company's sales arsenal, all in everyday, non-technical language designed to demystify this developing marketplace.Written by Leland Harden and Bob Heyman, two online auction pioneers who were early advisors to today's online auction success stories, this straight-talking business guide provides you with:Easy-to-follow techniques for moving your business into online auctions Explanations of the best software and services for taking part in e-commerce auctions Core principles for conducting successful auction business on the Internet, both as a buyer and as a seller Complete analyses of traditional auction methods--from English and Dutch to Reverse and Reserve--and how each have been adapted to the online environment Case studies and insights from decision-makers who have increased their profit margins through understanding--and utilizing--online auction technologies The Internet is an integral part of today's business dynamic, and market leaders--or those who want to replace the leaders--can't afford to overlook any interactive Web opportunities. The Auction-App will show you how to retain an airtight online connection with both your customers and your suppliers, instantly cut expenses and increase revenues using today's online auction marketplaces, and seamlessly integrate online auction selling and buying into every aspect of your company's daily operations.