E-Marketing

by Strauss, Judy; Frost, Raymond

• ISBN13: 9780130322647
• ISBN10: 0130322644
• Format: Paperback
• Copyright: 2000-09-01
• Publisher: Taylor & Francis

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