New Economy Excellence Series, New Economy Expression: Redefining Marketing in the Multichannel Age,

by David Mercer

• ISBN13: 9780471500087
• ISBN10: 0471500089
• Format: Paperback
• Copyright: 2001-08-01
• Publisher: WILEY

Summary

No marketer can ignore the Internet or its potential. Part of the post-hype New Economy Excellence series, New Economy Expression differs from its competition by looking first at the Internet as a means of promotion, and then at how the traditional tools of marketing can and must be updated and redesigned to take full advantage of the new business environment. Readers will emerge with an enhanced understanding of the Internet's true potential for e-marketing, and a set of powerful, practical tools to help them seize opportunities and prosper in this exploding area. Other titles in the New Economy Excellence series include: New Economy Edge: Strategies and Techniques for Boosting Online Profitability Jeremy Kourdi - 0471498440 New Economy Energy: Unleashing Knowledge for Competitive Advantage Sultan Kermally - 0471499633 New Economy Emotion: Engaging Customer Passion with e-CRM Alfredo Zingale and Matthias Arndt - 0471841354

Author Biography

<B>DAVID MERCER</B> is Senior Lecturer at Europe's largest Business School, at the Open University (OU). David directs the Futures Observatory and also chairs the team responsible for the e-commerce elements of the OUBS Masters programmes. <P> David has worked in the area of e-commerce for more than three decades, including 15 years at IBM. His previous career included brand and marketing management for a range of multinationals in the consumer goods sector and general management in the manufacturing and retail sectors. Most recently, he has also advised organisations and international bodies overseas including the European Commission and UNESCO, as well as government bodies such as the DTI. <P> David is author of a number of key books, ranging from internationally recognised texts for MBA students to popular texts for practitioners and managers in general. <P>

Table of Contents

E+synergy	1	(6)
An Introduction to E+marketing	1	(1)
Genuine one-to-one customer relationship management	2	(5)
Controlled anarchy: the background to e-commerce	7	(12)
Information communications technology (ICT)	8	(1)
The Internet	9	(2)
A definition of e-commerce	11	(5)
Growing into e-commerce	12	(2)
A practical view	14	(2)
E-commerce categories	16	(3)
Genuine customer partnership: customer relationship management (CRM)	19	(38)
Theoretical models of consumer behaviour	21	(2)
A more practical model of purchasing behaviour	23	(7)
Differences in Internet purchasing behaviour	30	(2)
Impulse purchases and rebuys	30	(2)
The complex sale	32	(3)
Customer relationship management and the Internet	35	(4)
Profiling	36	(1)
The limitations of the Internet for customer relationship management	37	(2)
Customer service levels	39	(4)
Quening	42	(1)
Individual empowerment	43	(5)
Portfolios of lifestyles	45	(2)
Lifestyle segmentation	47	(1)
Permission marketing	48	(1)
Web communities	49	(1)
Affinity groups	50	(4)
Consumer-to-consumer (C2C) communities	52	(2)
Web organisations: portals	54	(3)
Clubs	55	(1)
Moderating these groups	55	(2)
Global hide and seek	57	(22)
Tracking users	57	(1)
User identification	58	(1)
Navigation design	59	(2)
Interaction	61	(3)
FAQs	63	(1)
Inner marketing	64	(9)
Internal opinion surveys	67	(1)
Managed suggestions	68	(2)
The inner marketing bonus	70	(1)
Culture	71	(2)
Services in the post-industrial society	73	(6)
New marketing theories for old?	79	(36)
The new marketing mix	80	(2)
Selling versus marketing	82	(1)
Marketing research	82	(1)
Segmentation	83	(1)
Positioning of existing products and drift	84	(9)
Competition	93	(1)
Economies of scale	94	(2)
Competitive history	96	(1)
Categories of competitors	97	(5)
Leaders and followers	98	(1)
Competitors' response	99	(3)
Branding	102	(13)
Customer franchise	103	(2)
Branding policies	105	(6)
The rule of 123	111	(4)
Product/service decisions	115	(22)
Value chains	116	(1)
Sensitivity analysis	117	(1)
Practical value chains	118	(1)
Product life cycle?	119	(8)
Lessons of the life cycle	120	(2)
How might you manage change?	122	(5)
The 80:20 rule and ABC analysis	127	(1)
New products	128	(6)
The customer bonus	129	(2)
Creative imitation	131	(3)
Diffusion of innovation	134	(3)
Pricing or promotion?	137	(26)
Pricing	138	(2)
Pricing roulette	140	(2)
Price premium	142	(3)
Historical pricing	143	(1)
Competitive pricing	144	(1)
Cost-plus pricing	144	(1)
Pricing new products	145	(5)
Promotion	150	(4)
Advertising believability	154	(3)
Laws of service	155	(2)
Customer complaints	157	(6)
Satisfaction surveys	160	(3)
Services in e-commerce	163	(16)
Material content	164	(1)
Syndication	164	(2)
Application service providers (ASPs)	166	(1)
Portals	167	(2)
Making e-services easy to use	169	(2)
Tailoring	171	(3)
Collaborative filtering	173	(1)
Tailoring and databases	173	(1)
Navigators and spiders	174	(2)
New services	176	(3)
Guarantors	176	(1)
Content brokers	177	(2)
The e-retail model	179	(26)
E-retail	180	(1)
Fulfilment	181	(1)
Disintermediation	182	(1)
Price comparisons	183	(1)
One-stop shopping	184	(1)
Clicks and mortar	185	(2)
Culture	186	(1)
E-retail organisation	187	(1)
E-retail product decisions	188	(3)
Range	189	(1)
Place	189	(1)
Promotion	190	(1)
Merchandising	190	(1)
Databases	191	(3)
Manipulating data	193	(1)
Direct marketing	194	(4)
Electronic catalogues	195	(1)
Mailings	195	(1)
Clubs	196	(1)
Personal data profiles	196	(1)
Data collection	197	(1)
Direct advertising	198	(3)
The advantages of direct e-mail	199	(2)
Mail lists	201	(1)
Direct offers	202	(2)
Letters	202	(2)
Response rate measurement	204	(1)
How do you make money?	205	(12)
Portal revenues and earnings	206	(1)
Selling content	207	(1)
Selling advertisements	208	(3)
Banner advertising	210	(1)
Sponsorship	211	(1)
Traffic figures	211	(2)
Researched traffic measures	212	(1)
Impressions	212	(1)
Channel management	213	(1)
Affiliate programmes	214	(1)
Vertical marketing	214	(1)
Distribution logistics	215	(2)
Virtual businesses	216	(1)
Business-to-business (B2B)	217	(20)
B2B markets	218	(2)
Business-to-employee (B2E) and peer-to-peer	219	(1)
EDI (Electronic Data Interchange)	220	(1)
Operations management	221	(4)
Materials requirements planning (MRP)	223	(1)
Just in time (JIT)	224	(1)
Make or buy	225	(2)
Limitations of traditional EDI	227	(1)
EDI on the Internet	228	(2)
Exchanges	229	(1)
Business-to-business Internet	230	(1)
E-commerce marketplaces	231	(3)
Supplier-Oriented marketplace	231	(1)
Trust	232	(1)
Intermediary-oriented marketplaces	233	(1)
Buyer-oriented marketplaces	233	(1)
Virtual corporations	234	(3)
Future developments	237	(22)
Customer-to-business (C2B)	238	(1)
Consumer-to-consumer or customer-to-customer	239	(1)
Affinity group hosts and portals	240	(1)
E-mail	240	(2)
Electronic conferences and bulletin boards	242	(2)
New consumer-to-consumer (C2C) developments	244	(1)
Life long learning (LLL)	245	(3)
Computer-aided instruction (CAI)	246	(1)
Certification	247	(1)
Television and books	248	(1)
Computing at home	249	(1)
Video	250	(1)
Wired house, wired individual	251	(1)
Working in Nepal!	252	(1)
Teleworking	252	(2)
Cost savings?	254	(1)
Part-time, self-employed work	254	(1)
Other electronic media	255	(4)
Movies on demand	256	(1)
Mobile telecommunications	256	(1)
High-speed access	257	(2)
Conclusion	259	(4)
Bibliography	263	(2)
Index	265