Preface | p. xiii |
Guided tour | p. xxii |
About the authors | p. xxv |
Acknowledgements | p. xxvi |
Internet Marketing Fundamentals | |
An introduction to Internet marketing | p. 3 |
Learning objectives / Questions for marketers / Links to other chapters | p. 3 |
Introduction - how significant is the Internet for marketing? | p. 4 |
Marketing applications of lnternet marketing | p. 5 |
Our changing media consumption | p. 6 |
Our changing buyer behaviour | p. 7 |
What is Internet marketing? | p. 8 |
E-marketing defined | p. 9 |
Digital marketing defined | p. 10 |
E-commerce and e-business defined | p. 11 |
E-business defined | p. 11 |
Business or consumer model? | p. 12 |
What benefits does the Internet provide for the marketer? | p. 14 |
A strategic approach to Internet marketing | p. 18 |
How do Internet marketing communications differ from traditional marketing communications? | p. 20 |
A short introduction to Internet technology | p. 26 |
How does the Internet work? | p. 27 |
From the Internet to intranets and extranets | p. 32 |
eBay thrives in the global marketplace | p. 33 |
Summary | p. 37 |
Exercises | p. 38 |
Self-assessment exercises | p. 38 |
Essay and discussion questions | p. 38 |
Examination questions | p. 38 |
References | p. 39 |
Further reading | p. 39 |
Web links | p. 40 |
The Internet micro-environment | p. 41 |
Learning objectives / Questions for marketers / Links to other chapters | p. 41 |
Introduction | p. 42 |
Different environment components | p. 43 |
Marketplace | p. 45 |
Competitive forces | p. 46 |
Value creation and value chain analysis | p. 49 |
New channel structures | p. 53 |
Location of trading in marketplace | p. 57 |
Commercial arrangement for transactions | p. 58 |
Business models in e-commerce | p. 59 |
Revenue models | p. 61 |
Customers | p. 61 |
Assessing demand for e-commerce services | p. 62 |
Online demand for business services | p. 72 |
Online buyer behaviour | p. 74 |
Customer persona and scenario analysis | p. 75 |
Multi-channel customer experiences | p. 77 |
Models of online buyer behaviour | p. 78 |
Competitors | p. 85 |
Suppliers | p. 86 |
Intermediaries | p. 86 |
Zopa launches a new lending model | p. 90 |
Summary | p. 92 |
Exercises | p. 93 |
Self-assessment exercises | p. 93 |
Essay and discussion questions | p. 93 |
Examination questions | p. 94 |
References | p. 94 |
Further reading | p. 96 |
Web links | p. 96 |
The Internet macro-environment | p. 97 |
Learning objectives / Questions for marketers / Links to other chapters | p. 97 |
Introduction | p. 98 |
Social factors | p. 99 |
Social exclusion | p. 100 |
Legal and ethical issues of Internet usage | p. 101 |
Privacy legislation | p. 101 |
Other e-commerce legislation | p. 113 |
Technological factors | p. 116 |
Alternative digital technologies | p. 120 |
Digital radio | p. 129 |
Security | p. 131 |
Economic factors | p. 136 |
Globalisation | p. 137 |
Political factors | p. 138 |
Internet governance | p. 139 |
Taxation | p. 140 |
Tax jurisdiction | p. 140 |
Boo hoo - learning from the largest European dot-com failure | p. 141 |
Summary | p. 144 |
Exercises | p. 144 |
Self-assessment exercises | p. 144 |
Essay and discussion questions | p. 144 |
Examination questions | p. 145 |
References | p. 145 |
Further reading | p. 146 |
Web links | p. 147 |
Internet Strategy Development | |
Internet marketing strategy | p. 151 |
Learning objectives / Questions for marketers / Links to other chapters | p. 151 |
Introduction | p. 152 |
Internet strategy is a channel marketing strategy | p. 152 |
The scope of Internet marketing strategy | p. 153 |
An integrated Internet marketing strategy | p. 154 |
Is a separate Internet marketing plan needed? | p. 154 |
A generic strategic approach | p. 157 |
Situation review | p. 160 |
Internal audit or analysis | p. 160 |
External audits or analysis | p. 166 |
Strategic goal setting | p. 168 |
Frameworks for objective setting | p. 172 |
Strategy formulation | p. 174 |
Market and product development strategies | p. 176 |
Business and revenue models strategies | p. 179 |
Target marketing strategy | p. 180 |
Positioning and differentiation strategy (including the marketing mix) | p. 185 |
Multi-channel distribution strategy | p. 191 |
Multi-channel communications strategy | p. 194 |
Online communications mix and budget | p. 196 |
Organisational capabilities (7S) | p. 197 |
Strategy implementation | p. 204 |
Tesco.com uses the Internet to support its diversification strategy | p. 207 |
Summary | p. 209 |
Exercises | p. 210 |
Self-assessment exercises | p. 210 |
Essay and discussion questions | p. 210 |
Examination questions | p. 211 |
References | p. 211 |
Further reading | p. 213 |
Web links | p. 213 |
The Internet and the marketing mix | p. 214 |
Learning objectives / Questions for marketers / Links to other chapters | p. 214 |
Introduction | p. 215 |
Product | p. 217 |
The long tail concept | p. 223 |
The Internet and branding | p. 224 |
The importance of brand online | p. 229 |
Price | p. 231 |
Increased price transparency | p. 231 |
Downward pressure on price | p. 233 |
New pricing approaches (including auctions) | p. 235 |
Alternative pricing structure or policies | p. 237 |
Place | p. 237 |
Place of purchase | p. 238 |
New channel structures | p. 240 |
Channel conflicts | p. 240 |
Virtual organisations | p. 242 |
Promotion | p. 243 |
People, process and physical evidence | p. 245 |
People | p. 245 |
Process | p. 248 |
Physical evidence | p. 248 |
The re-launched Napster changes the music marketing mix | p. 248 |
Summary | p. 251 |
Exercises | p. 252 |
Self-assessment exercises | p. 252 |
Essay and discussion questions | p. 252 |
Examination questions | p. 252 |
References | p. 253 |
Further reading | p. 255 |
Web links | p. 255 |
Relationship marketing using the Internet | p. 256 |
Learning objectives / Questions for marketers / Links to other chapters | p. 256 |
Introduction | p. 257 |
Key concepts of relationship marketing | p. 258 |
Benefits of relationship marketing | p. 258 |
Differentiating customers by value | p. 260 |
Key concepts of electronic customer relationship management (e-CRM) | p. 262 |
Benefits of e-CRM | p. 263 |
Marketing applications of CRM | p. 264 |
CRM technologies and data | p. 264 |
Customer lifecycle management | p. 267 |
Permission marketing | p. 268 |
Personalisation and mass customisation | p. 270 |
Online and multi-channel service quality | p. 272 |
Approaches to implementing e-CRM | p. 272 |
Attract new and existing customers to site | p. 273 |
Incentivise visitors to action | p. 273 |
Capture customer information to maintain relationship | p. 273 |
Maintain dialogue using online communication | p. 275 |
Maintain dialogue using offline communication | p. 276 |
The IDIC approach to relationship building | p. 277 |
Techniques for managing customer activity and value | p. 278 |
Lifetime value modelling | p. 278 |
Loyalty schemes | p. 286 |
Virtual communities | p. 288 |
Customer experience - the missing element required for customer loyalty | p. 290 |
Boots mine diamonds in their customer data | p. 291 |
Summary | p. 293 |
Exercises | p. 294 |
Self-assessment exercises | p. 294 |
Essay and discussion questions | p. 294 |
Examination questions | p. 294 |
References | p. 295 |
Further reading | p. 296 |
Web links | p. 296 |
Internet Marketing: Implementation and Practice | |
Delivering the online customer experience | p. 301 |
Learning objectives / Questions for marketers / Links to other chapters | p. 301 |
Introduction | p. 302 |
Planning web site design and build | p. 304 |
Who is involved in a web site project? | p. 306 |
Web site prototyping | p. 308 |
Initiation of the web site project | p. 309 |
Domain name registration | p. 309 |
Selecting an Internet service provider (ISP) | p. 310 |
Researching site users' requirements | p. 312 |
Usability | p. 312 |
Web accessibility | p. 314 |
Localisation | p. 317 |
Reviewing competitors' web sites | p. 317 |
Designing the information architecture | p. 318 |
Designing the user experience | p. 322 |
Developing customer-oriented content | p. 323 |
Marketing-led site design | p. 324 |
Elements of site design | p. 324 |
Site design and structure | p. 324 |
Page design | p. 332 |
Content design | p. 332 |
Development and testing of content | p. 334 |
Testing content | p. 334 |
Tools for web site development and testing | p. 334 |
Promote site | p. 335 |
Service quality | p. 335 |
Tangibles | p. 336 |
Reliability | p. 337 |
Responsiveness | p. 337 |
Assurance | p. 338 |
Empathy | p. 338 |
The relationship between service quality, customer satisfaction and loyalty | p. 339 |
Refining the online customer experience at dabs.com | p. 341 |
Summary | p. 343 |
Exercises | p. 344 |
Self-assessment exercises | p. 344 |
Essay and discussion questions | p. 345 |
Examination questions | p. 345 |
References | p. 345 |
Further reading | p. 347 |
Web links | p. 347 |
Interactive marketing communications | p. 348 |
Learning objectives / Questions for marketers / Links to other chapters | p. 348 |
Introduction | p. 349 |
The characteristics of interactive marketing communications | p. 350 |
Differences in advertising between traditional and digital media | p. 354 |
Integrated Internet marketing communications | p. 357 |
Integration through time | p. 360 |
Campaign response mechanics | p. 362 |
Objectives and measurement for interactive marketing communications | p. 363 |
Conversion marketing objectives | p. 365 |
Timescales for objective setting | p. 366 |
Campaign cost objectives | p. 367 |
Offline promotion techniques | p. 370 |
Advantages and disadvantages of using offline communications to support e-commerce | p. 371 |
Incidental and specific advertising of the online presence | p. 371 |
Public relations | p. 372 |
Direct marketing | p. 372 |
Other physical reminders | p. 372 |
Word of mouth | p. 373 |
Online promotion techniques | p. 373 |
Search engine marketing | p. 373 |
Search engine optimisation (SEO) | p. 376 |
Pay-per-click (PPC) search marketing | p. 381 |
Trusted feed | p. 383 |
Online PR | p. 384 |
What is PR? | p. 384 |
What is online PR? | p. 385 |
Differences between online PR and traditional PR | p. 385 |
Online PR activities | p. 386 |
Online partnerships | p. 388 |
Affiliate marketing | p. 388 |
Online sponsorship | p. 390 |
Interactive advertising | p. 391 |
Fundamentals of online advertising | p. 391 |
The purpose of interactive advertising | p. 392 |
Measurement of interactive ad effectiveness | p. 393 |
Interactive ad targeting options | p. 393 |
Interactive ad formats | p. 394 |
Making banner advertising work | p. 395 |
Buying advertising | p. 395 |
E-mail marketing | p. 397 |
Opt-in e-mail options for customer acquisition | p. 398 |
Opt-in e-mail options for prospect conversion and customer retention (house list) | p. 398 |
E-mail marketing success factors | p. 399 |
Managing inbound e-mail communications | p. 400 |
Viral marketing | p. 400 |
On-site promotional techniques | p. 402 |
Selecting the optimal communications mix | p. 403 |
Making FMCG brands sizzle online | p. 407 |
Summary | p. 409 |
Exercises | p. 410 |
Self-assessment exercises | p. 410 |
Essay and discussion questions | p. 411 |
Examination questions | p. 411 |
References | p. 411 |
Further reading | p. 413 |
Web links | p. 413 |
Maintaining and monitoring the online presence | p. 415 |
Learning objectives / Questions for marketers / Links to other chapters | p. 415 |
Introduction | p. 416 |
Performance management for Internet marketing | p. 417 |
Creating a performance management system | p. 418 |
Defining the performance metrics framework | p. 420 |
Tools and techniques for collecting metrics and summarising results | p. 424 |
The maintenance process | p. 433 |
How often should material be updated? | p. 434 |
Responsibilities in web site maintenance | p. 435 |
Who owns the process? | p. 435 |
Who owns the content? | p. 438 |
Who owns the format? | p. 438 |
Who owns the technology? | p. 438 |
Content management | p. 440 |
Learning from Amazon's culture of metrics | p. 441 |
Summary | p. 446 |
Exercises | p. 447 |
Self-assessment exercises | p. 447 |
Essay and discussion questions | p. 448 |
Examination questions | p. 448 |
References | p. 448 |
Further reading | p. 449 |
Web links | p. 449 |
Business-to-consumer internet marketing | p. 451 |
Learning objectives / Questions for marketers / Links to other chapters | p. 451 |
Introduction | p. 452 |
Key themes and concepts | p. 452 |
Online customers | p. 453 |
Who are the online customers? | p. 453 |
Online customers' expectations and motivations | p. 457 |
E-retailing | p. 462 |
Development of e-retailing | p. 462 |
E-retailing: the virtual channel | p. 467 |
E-retail activities | p. 467 |
Information functions | p. 467 |
Interactive functions | p. 468 |
Who are the e-retailers and what are they selling? | p. 469 |
Implications for e-retail marketing strategy | p. 472 |
lastminute.com: establishing and maintaining a competitive position | p. 478 |
Summary | p. 480 |
Exercises | p. 481 |
Self-assessment exercises | p. 481 |
Essay and discussion questions | p. 481 |
Examination questions | p. 481 |
References | p. 481 |
Further reading | p. 483 |
Web links | p. 483 |
Business-to-business Internet marketing | p. 484 |
Learning objectives / Questions for marketers / Links to other chapters | p. 484 |
Introduction | p. 485 |
Key themes and concepts | p. 485 |
B2B e-context | p. 486 |
Online environment analysis | p. 486 |
Commercial exchanges in B2B markets | p. 493 |
The electronic marketplace | p. 493 |
How organisations are using Internet technologies | p. 495 |
Trading relationships in B2B markets | p. 501 |
The exchange process | p. 502 |
The buying function | p. 502 |
Trading partnerships | p. 503 |
Digital marketing strategies | p. 504 |
Growth, volume and dispersion of electronic markets | p. 506 |
Summary | p. 510 |
Exercises | p. 511 |
Self-assessment exercises | p. 511 |
Essay and discussion question | p. 511 |
Examination question | p. 511 |
References | p. 511 |
Further reading | p. 513 |
Web links | p. 513 |
Glossary | p. 514 |
Index | p. 534 |
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