E-Marketing

by Strauss, Judy; Frost, Raymond

• ISBN13: 9780131485198
• ISBN10: 0131485199
• Edition: 4th
• Format: Paperback
• Copyright: 2009-01-01
• Publisher: Prentice Hall

Summary

This best-selling book is unique in that it parallels the organization of an introductory marketing textbook, but it explores key marketing concepts in the context of today's digital/Internet environment. It fills the gap for those who have found Internet Marketing books suffer from too much "E" and not enough "marketing" or are too narrowly or technically focused on e-commerce. A five-part organization covers e-marketing in context, e-marketing environment, e-marketing strategy, e-marketing management, and a global perspective on e-marketing. Special topics include competitive strategies, e-marketing strategy development, marketing planning, and performance metrics; and coverage of cutting edge strategies beyond the Web--m-marketing (mobile), databases and analysis techniques, point of purchase scanning, and more. For an e-understanding of marketing and business.

Table of Contents

Preface	xv
PART I: E-MARKETING IN CONTEXT	1	(67)
Convergence	1	(20)
The Music Industry	2	(1)
What Is E-Marketing?	2	(1)
How Does E-Marketing Relate to E-Business?	3	(1)
What Is the Internet?	3	(4)
E-Marketing Is Bigger Than the Web	4	(1)
E-Marketing Is Bigger Than Technology	5	(2)
E-Marketing Past, Present, and Future	7	(11)
The ``E'' Drops from E-Marketing	9	(1)
Marketing Implications of Internet Technologies	9	(1)
E-Marketing Today	10	(2)
Let's Get Technical	12	(1)
What's Next?	13	(5)
Read On	18	(1)
Chapter Summary	19	(1)
Exercises	20	(1)
Strategic E-Marketing	21	(23)
The Amazon Story	22	(1)
Strategic Planning	23	(1)
Environment, Strategy, and Performance	23	(1)
Strategy	24	(1)
From Strategy to Electronic Strategy	24	(1)
From Business Models to E-Business Models	25	(1)
E-Business Models	26	(8)
Value and Revenue	27	(1)
Menu of Strategic E-Business Models	27	(3)
Let's Get Technical	30	(4)
Performance Metrics	34	(7)
The Balanced Scorecard	35	(1)
Four Perspectives	36	(1)
Applying the Balanced Scorecard to E-Business and E-Marketing	36	(3)
Balanced Scorecard for Raytheon's E-Business	39	(2)
Chapter Summary	41	(1)
Exercises	42	(2)
The E-Marketing Plan	44	(24)
The Playboy Story	45	(1)
Overview of the E-Marketing Planning Process	46	(1)
Creating an E-Marketing Plan	46	(3)
The Napkin Plan	47	(1)
The Venture Capital E-Marketing Plan	47	(2)
A Seven-Step E-Marketing Plan	49	(11)
Step 1---Situation Analysis	50	(1)
Step 2---E-Marketing Strategic Planning	51	(2)
Step 3---Objectives	53	(1)
Step 4---E-Marketing Strategies	53	(2)
Let's Get Technical	55	(2)
Step 5---Implementation Plan	57	(1)
Step 6---Budget	58	(1)
Step 7---Evaluation Plan	59	(1)
Chapter Summary	60	(1)
Exercises	60	(8)
End of Part I E-Marketing in Context	61	(7)
PART II: E-MARKETING ENVIRONMENT	68	(67)
Global Markets	68	(31)
The FIFA Story	69	(1)
Overview of Global E-Marketing Issues	70	(4)
Global Markets	70	(2)
Emerging Economies	72	(1)
Importance of Information Technology	73	(1)
Country and Market Opportunity Analysis	74	(7)
Market Similarity	75	(1)
Credit Card Conundrum	75	(1)
E-Commerce Payment in the Czech Republic	76	(2)
Let's Get Technical	78	(3)
Technological Readiness Influences Marketing	81	(7)
Computers and Telephones	81	(3)
Internet Connection Costs	84	(1)
Connection Speeds and Web Site Design: Broadband's Influence	85	(2)
Electricity Problems	87	(1)
Wireless Internet Access	88	(2)
The Digital Divide	90	(2)
China: Back to the Future	92	(5)
Chapter Summary	97	(1)
Exercises	98	(1)
Ethical and Legal Issues	99	(36)
Software Piracy	100	(1)
Overview of Ethics and Legal Issues	100	(4)
Ethics and Ethical Codes	101	(1)
The Problem of Self-Regulation	102	(2)
Privacy	104	(7)
Privacy within Digital Contexts	105	(4)
International Privacy Issues	109	(2)
Digital Property	111	(9)
Copyright	111	(1)
Trademarks	112	(2)
Patents	114	(2)
Licenses	116	(1)
Let's Get Technical	117	(1)
Trade Secrets	118	(1)
Data Ownership	118	(2)
Online Expression	120	(2)
Emerging Issues	122	(3)
Online Governance and ICANN	122	(1)
Jurisdiction	122	(1)
Fraud	123	(2)
Chapter Summary	125	(1)
Exercises	126	(9)
End of Part II E-Marketing Environment	127	(8)
PART III: E-MARKETING STRATEGY	135	(105)
Marketing Knowledge	135	(34)
The Purina Story	136	(1)
Data Drives Strategy	137	(2)
Marketing Knowledge Management	139	(22)
The Electronic Marketing Information System	140	(1)
Source 1: Internal Records	141	(2)
Source 2: Secondary Data	143	(1)
Let's Get Technical	144	(6)
Source 3: Primary Data	150	(11)
Other Technology-Enabled Approaches	161	(1)
Client-Side Data Collection	161	(1)
Server-Side Data Collection	161	(1)
Real-Space Approaches	162	(1)
Marketing Databases and Data Warehouses	163	(1)
Data Analysis and Distribution	164	(2)
Let's Get Technical	165	(1)
Knowledge Management Metrics	166	(1)
Chapter Summary	167	(1)
Exercises	168	(1)
Consumer Behavior	169	(20)
The Hanover Story	170	(1)
Consumers in the Twenty-First Century	170	(2)
Inside the Internet Exchange Process	172	(15)
Technological Context	172	(2)
Let's Get Technical	174	(1)
Social and Cultural Contexts	175	(2)
Legal Context	177	(1)
Individual Characteristics and Resources	177	(2)
Let's Get Technical	179	(4)
Internet Exchange	183	(1)
Exchange Outcomes	183	(4)
Chapter Summary	187	(1)
Exercises	188	(1)
Segmentation and Targeting Strategies	189	(26)
1-800-Flowers	190	(1)
Segmentation and Targeting Overview	190	(1)
Three Markets	191	(3)
Business Market	192	(1)
Government Market	193	(1)
Consumer Market	194	(1)
Market Segmentation Bases and Variables	194	(18)
Geographic Segments	195	(1)
Important Geographic Segments for E-Marketing	196	(1)
Demographic Segments	196	(2)
Let's Get Technical	198	(3)
Psychographic Segments	201	(4)
Behavior Segments	205	(2)
Let's Get Technical	207	(5)
Targeting Online Customers	212	(1)
Chapter Summary	213	(1)
Exercises	214	(1)
Differentiation and Positioning Strategies	215	(25)
The J. Peterman Story	216	(1)
Differentiation Dimensions	217	(3)
Product Differentiation	217	(1)
Let's Get Technical	218	(1)
Service Differentiation	219	(1)
Personnel Differentiation	219	(1)
Channel Differentiation	219	(1)
Image Differentiation	220	(1)
Differentiation Strategies	220	(3)
Site Environment/Atmospherics	221	(1)
Making the Intangible Tangible	222	(1)
Building Trust	222	(1)
Efficient and Timely Order Processing	222	(1)
Pricing	222	(1)
Customer Relationship Management	222	(1)
Enhancing the Experience	223	(1)
Bases and Strategies for Positioning	223	(4)
Product or Service Attribute	224	(1)
Technology Positioning	224	(1)
Benefit Positioning	224	(1)
User Category	225	(1)
Competitor Positioning	225	(1)
Integrator Positioning	225	(2)
Repositioning Strategies	227	(1)
Chapter Summary	227	(1)
Exercises	228	(12)
End of Part III E-Marketing Strategy	229	(11)
PART IV: E-MARKETING MANAGEMENT	240	(168)
Product	240	(22)
The Google Story	241	(1)
Many Products Capitalize on Internet Properties	241	(2)
Creating Customer Value Online	243	(1)
Product Benefits	243	(10)
Attributes	243	(1)
Branding	244	(7)
Support Services	251	(1)
Labeling	252	(1)
E-Marketing Enhanced Product Development	253	(4)
Customer Co-Design	253	(1)
Electronic Input	254	(1)
Internet Properties Spawn Other Opportunities	255	(1)
New-Product Strategies for E-Marketing	255	(2)
A Taxonomy for Internet Products	257	(3)
Let's Get Technical	258	(2)
Chapter Summary	260	(1)
Exercises	261	(1)
Price	262	(23)
The AOL Story	263	(1)
The Internet Changes Pricing Strategies	264	(1)
Buyer and Seller Perspectives	264	(14)
Buyer View	264	(3)
Seller View	267	(8)
Let's Get Technical	275	(3)
Pricing Strategies	278	(5)
Fixed Pricing	278	(1)
Dynamic Pricing	279	(4)
Bartering	283	(1)
Chapter Summary	283	(1)
Exercises	284	(1)
The Internet for Distribution	285	(29)
The Dell Story	286	(1)
Distribution Channel Overview	287	(1)
Types of Intermediaries	287	(1)
Distribution Channel Length and Functions	288	(13)
Functions of a Distribution Channel	289	(4)
Let's Get Technical	293	(3)
Distribution System	296	(3)
Let's Get Technical	299	(2)
Channel Management and Power	301	(1)
Classifying Online Channel Members	302	(8)
Content Sponsorship	303	(1)
Direct Selling	303	(1)
Infomediary	303	(1)
Intermediary Models	304	(6)
Distribution Channel Metrics	310	(2)
B2C Market	310	(1)
B2B Market	311	(1)
Chapter Summary	312	(1)
Exercises	313	(1)
E-Marketing Communication	314	(43)
BMW Films	315	(1)
Overview of E-Marketing Communication Issues	316	(1)
Integrated Marketing Communication (IMC)	316	(6)
Marketing Communication Tools	317	(1)
Marketing Communication Media	318	(1)
Media Characteristics	318	(2)
IMC Goals and Strategies	320	(2)
Branding versus Direct Response	322	(1)
Internet Advertising	322	(11)
Trends in Internet Advertising	322	(2)
Internet Advertising Formats	324	(9)
Marketing Public Relations (MPR)	333	(3)
Web Site	334	(1)
Blogs	334	(1)
Community Building	335	(1)
Online Events	336	(1)
Sales Promotion Offers	336	(4)
Coupons	337	(1)
Sampling	338	(1)
Contests, Sweepstakes, and Games	338	(1)
Sales Promotion Metrics	339	(1)
Direct Marketing	340	(9)
E-Mail	340	(2)
Permission Marketing: Opt-In, Opt-Out	342	(1)
Viral Marketing	343	(1)
Messaging	344	(1)
Location-Based Marketing	345	(1)
Direct Marketing Metrics	345	(1)
Spam	345	(2)
Privacy	347	(1)
Let's Get Technical	348	(1)
Which Media and Vehicles to Buy?	349	(2)
Effective Internet Buys	349	(1)
Efficient Internet Buys	350	(1)
IMC Metrics	351	(3)
Effectiveness Evidence	351	(1)
Metrics Example	351	(3)
Chapter Summary	354	(2)
Exercises	356	(1)
Customer Relationship Management	357	(51)
The Cisco Story	358	(1)
Building Customer Relationships, 1:1	359	(1)
Relationship Marketing Defined	359	(2)
Stakeholders	361	(1)
Customer Relationship Management (CRM)	361	(4)
CRM Benefits	361	(2)
CRM's Facets	363	(2)
CRM Building Blocks	365	(26)
CRM Vision	366	(2)
CRM Strategy	368	(3)
Valued Customer Experience	371	(1)
Organizational Collaboration	371	(3)
CRM Processes	374	(3)
CRM Information	377	(1)
CRM Technology	378	(7)
Let's Get Technical	385	(3)
CRM Metrics	388	(3)
Chapter Summary	391	(1)
Exercises	391	(17)
End of Part IV E-Marketing Management	393	(15)
Appendix A Internet Penetration Worldwide in 2004	408	(5)
Appendix B Glossary	413	(18)
Appendix C References	431	(8)
Index	439