Internet Marketing,9780273658832

Internet Marketing

by
Edition: 3rd
ISBN13: 9780273658832
ISBN10: 0273658832
Format: Paperback
Pub. Date: 2006-01-01
Publisher(s): Ft Pr
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Summary

A comprehensive guide to the strategy, implementation and practice of Internet Marketing.

Table of Contents

Preface xi
Guided tour xx
About the authors xxii
Acknowledgements xxiii
Part 1 Internet marketing fundamentals
An introduction to Internet marketing
3(37)
Learning objectives / Questions for marketers
3(1)
Links to other chapters
3(1)
Introduction
4(1)
The Internet and the marketing concept
5(2)
Avoiding Internet marketing myopia
6(1)
Internet marketing defined
7(7)
E-marketing defined
7(1)
Case Study 1.1 Hamleys reaches new customers using the Internet
8(2)
E-commerce and e-business defined
10(1)
E-business defined
11(2)
Business or consumer model
13(1)
What benefits does the Internet provide for the marketer?
14(5)
Case Study 1.2 RS Components
17(2)
A short introduction to Internet technology
19(8)
How does the Internet work?
20(6)
From the Internet to intranets and extranets
26(1)
How do Internet marketing communications differ from traditional marketing communications?
27(8)
Conversion marketing
33(2)
Summary
35(1)
Exercises
36(1)
References
37(1)
Further reading
38(1)
Web links
39(1)
The Internet micro-environment
40(44)
Learning objectives / Questions for marketers
40(1)
Links to other chapters
40(1)
Introduction
41(1)
Marketplace
42(19)
Competitive forces
43(3)
Case Study 2.1 E-commerce strategy at Deutsche Bank
46(2)
From value chain to value network
48(3)
New channel structures
51(3)
Location of trading in marketplace
54(1)
Commercial arrangement for transactions
55(2)
Business models in e-commerce
57(2)
Revenue models
59(2)
Organisational characteristics and capabilities
61(1)
Customers
61(12)
Assessing demand for e-commerce services
62(8)
Online demand for business services
70(3)
Suppliers
73(1)
Competitors
74(2)
Intermediaries
76(4)
Summary
80(1)
Exercises
81(1)
References
82(1)
Further reading
82(1)
Web links
83(1)
The Internet macro-environment
84(49)
Learning objectives/Questions for marketers
84(1)
Links to other chapters
84(1)
Introduction
85(1)
Social and ethical factors
85(11)
Social exclusion
85(2)
Ethical issues of Internet usage
87(9)
Technological factors
96(22)
Alternative digital technologies
100(8)
Case Study 3.1 What went wrong with Wap?
108(1)
Security
109(9)
Economic factors
118(4)
Globalisation
119(2)
Case Study 3.2 Embracing difference in a globalised world
121(1)
Political and legal factors
122(4)
Internet governance
123(1)
Taxation
124(1)
Tax jurisdiction
125(1)
Freedom-restrictive legislation
125(1)
Summary
126(1)
Exercises
127(1)
References
127(1)
Further reading
128(1)
Web links
129(4)
Part 2 Internet strategy development
Internet marketing strategy
133(49)
Learning objectives / Questions for marketers
133(1)
Links to other chapters
133(1)
Introduction
134(1)
An integrated Internet marketing strategy
134(2)
Is a separate Internet marketing strategy needed?
135(1)
A generic strategic approach
136(4)
Situation review
140(9)
Internal audit or analysis
140(4)
External audits or analysis
144(5)
Strategic goal setting
149(7)
The online revenue contribution
152(2)
Case Study 4.1 Sandvik -- setting the Internet revenue contribution
154(2)
Strategy formulation
156(21)
Decision 1: Target marketing strategy
157(1)
Decision 2: Differentiation and positioning
158(6)
Decision 3: Resourcing -- Internet marketing prioritisation
164(4)
Decision 4: Customer relationship management priorities and financial control
168(1)
Case Study 4.2 Online bank Egg turns a profit
169(1)
Decision 5: Market and product development strategies
170(3)
Decision 6: Business and revenue models
173(1)
Decision 7: Organisational structures
174(2)
Decision 8: Channel structure modifications
176(1)
Strategy implementation
177(1)
Summary
177(1)
Exercises
178(1)
References
179(1)
Further reading
180(1)
Web links
181(1)
The Internet and the marketing mix
182(35)
Learning objectives / Questions for marketers
182(1)
Links to other chapters
182(1)
Introduction
183(1)
Product
184(11)
The Internet and branding
190(5)
Price
195(7)
Increased price transparency
195(1)
Downward pressure on price
196(3)
New pricing approaches (including auctions)
199(1)
Alternative pricing structure or policies
200(1)
Case Study 5.1 An end to free content?
201(1)
Place
202(6)
Place of purchase
203(1)
New channel structures
204(1)
Channel conflicts
205(1)
Virtual organisations
206(2)
Promotion
208(1)
People, process and physical evidence
209(3)
People
209(3)
Process
212(1)
Physical evidence
212(1)
Summary
212(1)
Exercises
213(1)
References
214(1)
Further reading
215(1)
Web links
216(1)
Relationship marketing using the Internet
217(40)
Learning objectives / Questions for marketers
217(1)
Links to other chapters
217(1)
Introduction
218(1)
Relationship marketing
219(4)
Benefits of relationship marketing
220(2)
Benefits of online relationship marketing
222(1)
Key concepts of online customer relationship management (CRM)
223(12)
Marketing applications of CRM
223(1)
CRM technologies and data
223(1)
The customer lifecycle
224(1)
Case Study 6.1 CRM at Deutsche Bank
225(4)
Case Study 6.2 Variations in online buyer behaviour and loyalty
229(4)
Permission marketing
233(1)
Personalisation and mass customisation
234(1)
Online service quality
235(1)
Approaches to implementing e-CRM
235(6)
Stage 1: Attract new and existing customers to site
236(1)
Stage 2a: Incentivise visitors to action
237(1)
Stage 2b: Capture customer information to maintain relationship
237(2)
Stage 3: Maintain dialogue using online communication
239(1)
Stage 4: Maintain dialogue using offline communication
239(1)
The IDIC approach to relationship building
240(1)
Techniques and technologies for implementing e-CRM
241(7)
Databases
241(2)
Web page personalisation
243(1)
E-mail
244(1)
Virtual communities
244(4)
Integrating the Internet with other forms of direct marketing
248(2)
Telemarketing and the Internet
248(2)
Summary
250(1)
Exercises
251(1)
References
251(2)
Further reading
253(1)
Web links
253(4)
Part 3 Internet marketing: implementation and practice
Achieving online service quality
257(52)
Learning objectives / Questions for marketers
257(1)
Links to other chapters
257(1)
Introduction
258(1)
Service quality
259(6)
Tangibles
259(1)
Reliability
260(1)
Responsiveness
260(1)
Assurance
261(1)
Empathy
261(2)
The relationship between service quality, customer satisfaction and loyalty
263(2)
Planning web site development
265(2)
Web site prototyping
266(1)
Initiation of the web site project
267(5)
Domain name registration
268(1)
Selecting an internet service provider (ISP)
268(2)
Who is involved in a web site project?
270(2)
Researching site users' requirements
272(8)
Methods of finding customer needs
272(1)
Customer orientation
273(2)
Localisation
275(1)
Reviewing competitors' web sites
275(2)
Designing the information architecture
277(3)
Online buyer behaviour
280(8)
Models of online buyer behaviour
281(5)
Case Study 7.1 Multi-site online car purchase behaviour
286(2)
Designing the user experience
288(14)
Developing customer-oriented content
288(1)
Marketing-led site design
289(4)
Elements of site design
293(1)
Site design and structure
293(6)
Page design
299(1)
Content design
299(3)
Development and testing of content
302(2)
Testing content
302(1)
Tools for web-site development and testing
303(1)
Promote site
304(1)
Summary
304(1)
Exercises
305(1)
References
305(2)
Further reading
307(1)
Web links
308(1)
Interactive marketing communications
309(65)
Learning objectives / Questions for marketers
309(1)
Links to other chapters
309(1)
Introduction
310(1)
The characteristics of interactive marketing communications
311(9)
Differences in advertising between traditional and new media
316(4)
Integrated Internet marketing communications
320(4)
Integration through time
320(3)
Callback services
323(1)
Objectives for interactive marketing communications
324(3)
Conversion marketing objectives
325(1)
Timescales for objective setting
326(1)
Costs
326(1)
Offline promotion techniques
327(4)
Incidental and specific advertising of the online presence
328(1)
Public relations
329(1)
Direct marketing
330(1)
Other physical reminders
330(1)
Word of mouth
331(1)
Online promotion techniques
331(1)
Online promotion -- banner advertising
332(11)
Measurement of banner ad effectiveness
333(1)
The purpose of banner advertising
334(1)
Banner ad formats
334(2)
Making banner advertising work
336(1)
Buying advertising
337(1)
Locations for placing banner advertising
338(3)
How effective are banner ads?
341(2)
Online promotion -- affiliate networks
343(2)
Case Study 8.1 Affiliate marketing
344(1)
Online promotion -- search engine registration and optimisation
345(6)
How do search engines work?
345(4)
Paid-for search engine positioning
349(1)
Case Study 8.2 Options for building traffic from Google
350(1)
Online promotion -- link building
351(2)
Online promotion -- e-mail marketing
353(6)
E-mail for customer acquisition
355(1)
E-mail for customer retention and extension
356(1)
E-mail creative
356(1)
Managing inbound e-mail communications
356(3)
Online promotion -- viral marketing
359(3)
Loyalty techniques and online incentive schemes
362(1)
On-site promotional techniques
362(1)
Purchase follow-up activities
363(1)
Selecting the optimal communications mix
363(4)
Acquisition costs
366(1)
Measuring effectiveness
367(1)
Relative effectiveness of referrers
368(1)
Summary
368(1)
Exercises
369(1)
References
370(2)
Further reading
372(1)
Web links
372(2)
Maintaining and monitoring the online presence
374(28)
Learning objectives / Questions for marketers
374(1)
Links to other chapters
374(1)
Introduction
375(1)
The maintenance process
375(2)
How often should material be updated?
376(1)
Responsibilities in web site maintenance
377(5)
Who owns the process?
377(2)
Who owns the content?
379(1)
Who owns the format?
380(1)
Who owns the technology?
380(1)
Content management
381(1)
Measuring Internet marketing effectiveness
382(16)
Stage 1: Creating a performance measurement system
383(2)
Stage 2: Defining the performance metrics framework
385(2)
Stage 3: Introducing techniques to collect metrics and summarise results
387(4)
Case Study 9.1 Web analytics
391(7)
Summary
398(1)
Exercises
399(1)
References
400(1)
Further reading
401(1)
Web links
401(1)
Business-to-consumer Internet marketing
402(24)
Learning objectives / Questions for marketers
402(1)
Links to other chapters
402(1)
Introduction
403(1)
Business-to-consumer context
404(5)
Internet retailing history
404(2)
Case Study 10.1 The online shopping boom (and bust)
406(1)
Internet geography
407(2)
Internet consumer markets
409(7)
Internet buyers
410(1)
Business-to-consumer retail formats
411(5)
Online retail activities
416(6)
Information functions
416(1)
Interactive functions
417(3)
What's in the e-store?
420(2)
Implications for Internet retail marketing strategy
422(1)
Summary
422(1)
Exercises
423(1)
References
424(1)
Further reading
425(1)
Web links
425(1)
Business-to-business Internet marketing
426(25)
Learning objectives / Questions for marketers
426(1)
Links to other chapters
426(1)
Introduction
427(1)
Business-to-business context
427(2)
Key themes and concepts
428(1)
Interorganisational exchanges
429(12)
Traditional and reverse market exchanges
429(1)
The traditional buying process
430(3)
Digitally enhanced buying
433(2)
Case Study 11.1 Vendorvillage.com -- multifunctional Web-based supply chain solution
435(2)
The traditional selling process
437(1)
E-sales
437(3)
Case Study 11.2 Virtual buying groups
440(1)
Organisational markets
441(5)
Industrial markets
441(1)
Reseller markets
442(1)
Government markets
443(2)
E-markets
445(1)
E-marketing strategies
446(1)
Summary
447(1)
Exercises
448(1)
References
448(2)
Further reading
450(1)
Web links
450(1)
Glossary 451(16)
Subject index 467(16)
Name index 483

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