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E-Marketing

by ;
Edition:
2nd
ISBN13:

9780130322647

ISBN10:
0130322644
Format:
Paperback
Pub. Date:
9/1/2000
Publisher(s):
Prentice Hall
List Price: $66.67

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This is the 2nd edition with a publication date of 9/1/2000.
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Summary

Designed for courses covering Marketing on the Internet and/or Electronic Commerce, this book discusses the tools and techniques being used today to harness the vast marketing potential of the Internet.

Table of Contents

Preface xiv
Part I E-Marketing Prelude
Introduction to E-Marketing
The Yahoo! Story
2(1)
New Rules for E-Marketing
3(3)
It's Bigger Than the Internet
6(1)
What Is E-Business?
6(2)
What Is E-Marketing?
8(1)
The Big Picture
8(4)
What a Tangled Web We Weave
9(1)
The Internet
10(1)
End of the Beginning
11(1)
E-Marketing Challenges and Opportunities
12(4)
Markets
12(3)
Businesses
15(1)
Technology
16(1)
E-Marketing Delivers
16(1)
E-Business Models
16(6)
Product
18(1)
Price
18(1)
Distribution
18(2)
E-Marketing Communication
20(2)
Relationship Management
22(1)
Marketing Plan Tasks
22(2)
Summary
24(2)
Key Terms
26(1)
Exercises
26(3)
Practitioner Perspective
29(5)
Convergence: What It Is and What It Means
Internet User Characteristics and Behavior
The GVU Story
34(1)
Customers in the 21st Century
35(5)
It's About Customers
36(1)
Markets
37(1)
B2B Markets
38(1)
It's Bigger Than the Web
39(1)
The Big Picture
40(8)
Defining User
41(1)
Diffusion of Innovation and Adopter Categories
42(2)
Product Adoption and the Product Life Cycle
44(1)
Size of the Internet
45(3)
Market Segmentation
48(1)
Market Segmentation Bases and Variables
48(1)
Segmentation Coverage Strategies
49(1)
E-Marketing Segments
49(17)
Geographic Segments
50(2)
Adoption Barriers
52(3)
Demographic Segments
55(2)
Psychographic Segments
57(3)
Behavior Segments
60(6)
Consumer Navigation Behavior
66(2)
Attention
67(1)
Privacy
67(1)
User Control of Message
67(1)
Country Profiles
68(9)
Summary
77(2)
Key Terms
79(1)
Exercises
79(3)
Practitioner Perspective
82(4)
Banner Ad Targeting Increases Hotel Room Sales
Marketing Knowledge
The Media Metrix Story
86(1)
Introduction
87(1)
The Electronic Marketing Information System
87(1)
Marketing Knowledge
88(3)
Source 1: Internal Records
91(1)
Nonmarketing Data
91(1)
Sales Force Data
91(1)
Customer Characteristics and Behavior
91(1)
Source 2: Secondary Data
92(1)
Marketing Intelligence
93(7)
Source 3: Primary Data
100(1)
Primary Research Steps
101(1)
Internet-Based Research Approaches
102(2)
Online Focus Groups
104(1)
Online Observation
105(1)
Online In-Depth Interviews (IDIs)
105(1)
Online Survey Research
106(5)
Online Panels
111(1)
Ethics of Online Research
112(1)
Other Technology-Enabled Approaches
113(2)
Real-Space Approaches
115(1)
Marketing Databases and Data Warehouses
115(1)
Data Analysis and Distribution
116(2)
Future Trends
118(1)
Summary
119(2)
Key Terms
121(1)
Exercises
121(4)
Practitioner Perspective
125(5)
Employing Audience Measurement to Understand The Behavior Of Internet Users
Part II E-Marketing Strategies
Product and Pricing
The Datek Story
130(1)
Introduction
131(1)
Creating Customer Value Online
131(1)
Online Benefits
132(6)
Attributes
133(1)
Branding
133(4)
Support Services
137(1)
Labeling
138(1)
Online Costs
138(2)
Additional Nuances of Product Development
140(1)
New-Product Strategies for E-Marketing
141(2)
Product Mix Strategies
142(1)
A Taxonomy for Internet Products
143(1)
New-Product Trends
144(13)
Value Chain Automation
145(4)
Outsourcing
149(2)
Information Sharing
151(1)
Centralizing Information Access
152(1)
Multimedia
152(3)
Assistive Technologies
155(1)
Three Types of Convergence
155(2)
Pricing
157(10)
Efficient Markets
157(1)
The Net Is an Efficient Market
158(3)
The Net Is Not an Efficient Market
161(2)
Factors Putting Upward Pressure on Internet Pricing
163(2)
Pricing Strategies
165(2)
Summary
167(2)
Key Terms
169(1)
Exercises
169(4)
Practitioner Perspective
173(5)
PAST, PRESENT, AND...
Product and Pricing
The RealNetworks Story
178(2)
Introduction
180(1)
Three Perspectives
180(11)
Types of Intermediaries
181(1)
Functions of a Distribution Channel
181(8)
Systems Perspective
189(2)
Length of Distribution Channels
191(1)
Power Relationships Among Channel Players
192(2)
E-Business Models
194(13)
Content Sponsorship
194(1)
Direct Selling
195(1)
Infomediary
196(1)
Intermediary Models
197(10)
Summary
207(1)
Key Terms
208(1)
Exercises
209(2)
Practitioner Perspective
211(5)
E-Business Development at iGo
E-Marketing Communication
The PrivNet Story
216(1)
Introduction
217(1)
Integrated Marketing Communication (IMC)
218(1)
Hierarchy of Effects Model
219(1)
Marketing Communication Strategies
220(28)
Internet Advertising
221(11)
Public Relations Activities on the Net
232(5)
Sales Promotions on the Internet
237(2)
Personal Selling on an Impersonal Medium
239(1)
Direct Marketing
240(7)
Important Trends
247(1)
The Net as a Medium
248(14)
The Medium Is Not the Appliance
248(1)
Electronic Media
249(2)
Print Media
251(1)
Direct Mail
252(1)
Media Consumption
252(1)
Audience Measurement
253(5)
Which Media to Buy?
258(1)
Which Vehicle to Buy?
259(3)
Summary
262(3)
Key Terms
265(1)
Exercises
265(4)
Practitioner Perspective
269(11)
Ecommerce Y2000: Building Brand and Beyond
269(11)
E-Marketing Communication
The Amazon Story
280(1)
Building Customer Relationships, 1:1
281(1)
Relationship Marketing Defined
282(1)
Stakeholders
283(1)
Relationship Levels
284(1)
Customer Relationship Management (CRM)
285(1)
Stakeholders
286(1)
Role of Technology
287(1)
CRM Process
287(4)
CRM-SCM Integration
291(1)
CRM Benefits
292(1)
Increased Profits
293(5)
Benefits to the Customer
298(1)
Internet Strategies Facilitating CRM
298(1)
Customization Tools
299(11)
Building Partnerships Through Community
310(5)
Guarding Consumer Privacy
315(2)
Summary
317(1)
Key Terms
318(1)
Exercises
319(1)
Review Questions
319(1)
Discussion Questions
319(1)
Activities
320(1)
Internet Exercise: Customer Satisfaction
320(1)
Internet Exercise: Service Strategies
321(1)
Practitioner Perspective
322(1)
Fulfilling the Promise of Relationship Marketing
322(1)
The Trust Factor
323(1)
A More Precise Form of Relationship Marketing
324(1)
The Power of Self-Interest
324(4)
Part III Putting It All Together
The E-Marketing Plan
The Adjacency Story
328(2)
Introduction
330(1)
Creating an E-Marketing Plan
330(1)
A Seven-Step Marketing Plan
331(2)
The Venture Capital E-Marketing Plan
333(1)
The Existing Marketing Plan
334(2)
Situation Analysis
336(1)
Conduct an Environmental Scan
336(2)
Develop a Market Opportunity Analysis
338(4)
Identify Target Stakeholders
342(1)
Set Objectives
343(1)
Design Marketing Mix Strategies to Meet the Objectives
344(1)
Action Plan
345(1)
Web Site Example
346(3)
Budgeting
349(1)
Web Site Example
350(2)
Evaluation Plan
352(1)
Summary
352(1)
Key Terms
353(1)
Exercises
354(3)
Practitioner Perspective
357(5)
The Web Development Process
Leveraging Technology
Introduction
362(1)
Product Technologies
362(8)
Building a Web Site
362(4)
Multimedia
366(1)
Database Marketing
367(2)
Computer Viruses
369(1)
Denial of Service Attacks
370(1)
Price Technologies
370(4)
Shopping Agents
370(4)
Distribution Technologies
374(11)
Bandwidth and Market Opportunities
374(5)
Content Filtering
379(2)
Transaction Security
381(4)
IMC Technologies
385(9)
Site Rating Services
385(2)
Proxy Servers and Cache
387(2)
How Search Engines Work
389(2)
Privacy, Log Files, and Cookies
391(1)
Rotating and Targeted Ad Banners
391(3)
Relationship Marketing Technologies
394(3)
Summary
397(1)
Key Terms
398(1)
Exercises
399(2)
Practitioner Perspective
401(7)
Why Media Metrix Numbers and Site Server Log-File Data Don't Always Tally
Ethics and Law
Law, Ethics, and Marketing: Introduction
408(4)
Ethics and Ethical Codes
409(1)
The Problem of Self-Regulation
410(2)
Privacy
412(6)
Background
412(1)
Privacy Within Digital Contexts
413(5)
Digital Property
418(10)
Copyright
419(2)
Trademarks
421(2)
Patents
423(2)
Licenses
425(1)
Trade Secrets
426(1)
Data Ownership
426(2)
Online Expression
428(2)
Emerging Issues
430(4)
Online Governance and ICANN
431(1)
Jurisdiction
431(1)
Fraud
432(2)
Conclusion
434(1)
Summary
434(2)
Key Terms
436(1)
Exercises
437(4)
Practitioner Perspective
441(5)
Exploding the Web CPM Myth
Glossary 446(27)
Savvy Sites 473(10)
References 483(10)
Index 493


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