Objectives of knowledge management

The importance of search engines 
Search engines
are a key type of intermediary for organisations marketing their services 
online, since today they are the primary method of finding information about a company 
and its products. Research compiled by Searchenginewatch ( 
www.searchenginewatch.com
) 
shows that over 90% of web users state that they use search engines to find information 
online. Their importance can also be seen from their audience sizes by applying the tools 
in Table 2.2 . We will show how search engines can be used for marketing in more detail in 
Chapter 9 . As part of marketplace analysis it is useful for companies to assess demand for 
products and brand preferences in different countries using tools such as the Google Trends 
( Figure 2.5 ) or the Google Keyword Planner. These show the volume of searches by consum‑
ers related to clothes in the UK in a one‑ month period.
Business models for e‑commerce 
Defining a clear