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Marketing on the Internet : Principles of On-Line Marketing

by: Strauss, Judy; Frost, Raymond

Marketing on the Internet : Principles of On-Line Marketing

by: Strauss, Judy; Frost, Raymond

ISBN 13:
9780130105851
ISBN 10:
0130105856
Format: Paperback
Copyright: 03/01/1999
Publisher: Taylor & Francis
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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.

Preface

Part I Online Marketing Prelude

Introduction to the Internet

The Yahoo! Story

(1)

A Variety of Perspectives

(1)

What Is the Internet?

(2)

The Internet as Technology

(1)

The Internet as Social Space

(1)

The Internet as Marketing Tool

(1)

What Is the Web? (A Business Perspective)

(5)

Information Publishing

(1)

Transaction-Based Systems

(1)

Mass Customization (Personalization)

(3)

Hierarchy of Effects Explanation

(1)

Internet Business Models

(3)

The Web as an Important Part of the Economy

(4)

Internet Stocks Are Up

(1)

New Media Revenues

(2)

Reduced Inflation

(1)

Efficiency and Effectiveness

(1)

Jobs

(1)

Organization of This Book

(3)

Marketing Plan Tasks

(2)

Marketing Process Applied to This Book

(1)

Summary

(1)

Key Concepts and Terms

(1)

Exercises

(3)

Practitoner Perspective

(2)

Convergence: What It Is and What It Means

Manish Bhatia

Nielsen Media Research

Leveraging Technology

(4)

Bandwidth and Market Opportunities

(6)

Ethics and Law: Codes of Conduct

(2)

Savvy Sites

(3)

Internet User Characteristics and Behavior

The GVU Story

(1)

Internet Growth Rate

(4)

Diffusion of Innovation and Adopter Categories

(1)

Product Adoption and the Product Life Cycle

(2)

Size of the Internet

(8)

Defining ``User''

(1)

Measuring the Internet's Size

(7)

Market Segmentation

(15)

Market Segmentation Bases and Variables

(1)

Segmentation Coverage Strategies

(1)

Internet User Characteristics and Behavior

(13)

Consumer Navigation Behavior

(1)

Attention

(1)

Privacy

(1)

User Control of Message

(1)

Summary

(1)

Key Concepts and Terms

(2)

Exercises

(2)

Leveraging Technology: Content Filtering

(3)

Ethics and Law: Copyright, Patent, and Trademark Law

(1)

Savvy Sites

(4)

Online Research

The RelevantKnowledge Story

(2)

Marketing Information via the Internet

(1)

Secondary Data via the Internet

(9)

Scanning the Macroenvironment

(4)

Scanning the Microenvironment

(5)

Primary Data through Online Research

(10)

Primary Research Steps

(1)

Online Experiments

(1)

Online Focus Groups

(1)

Online Observations

(1)

Online Survey Research

(7)

Summary

102

(1)

Key Concepts and Terms

103

(1)

Exercises

103

(3)

Practitioner Perspective

Building a Panel to Project the Behavior of the Web-Using Universe: The ``Magic of Random Probability Sampling''

106

(6)

Ted Hawthorne

Leveraging Technology: Site Rating Services

112

(6)

Ethics and Law: Jurisdiction

118

(2)

Savvy Sites

120

(4)

Part II Internet Marketing Strategies

Product and Pricing on the Net

The Datek Story

124

(1)

Product

125

(1)

New-Product Opportunities

125

(7)

New Technologies Spawn New Products

126

(2)

New-Product Opportunities on the Internet

128

(4)

New-Product Strategies for Internet Marketing

132

(5)

Product Mix Strategies

133

(1)

Branding Strategies

134

(2)

Online Positioning Strategies

136

(1)

Products That Use the Internet as a Distribution Channel

137

(2)

Pricing

139

(1)

Factors Putting Downward Pressure on Internet Prices

139

(1)

Costs Putting Upward Pressure on Internet Prices

140

(1)

Online Pricing Strategies

141

(3)

Penetration Pricing

141

(1)

Price Leadership

142

(1)

Promotional Pricing

143

(1)

Summary

144

(2)

Key Concepts and Terms

146

(1)

Exercises

147

(2)

Practitioner Perspective

Why Don't These Numbers Match?

149

(4)

Bob Ivins

Leveraging Technology: Shopping Agents

153

(5)

Ethics and Law: Hyperlinks, Meta-Tags, and Framing

158

(2)

Savvy Sites

160

(4)

The Net as Distribution Channel

The RealNetworks Story

164

(1)

Introduction

165

(1)

Distribution Channel Functions Online

166

(7)

Market Research

166

(1)

Marketing Communications

167

(1)

Contact with Buyers

168

(1)

Matching Product to Buyer's Needs

168

(2)

Physical Distribution

170

(1)

Financing

171

(1)

Negotiating Price

172

(1)

Aggregating Product

172

(1)

Length of Distribution Channels

173

(1)

Power Relationships among Channel Players

174

(3)

Online Retailing: ``Click Till You Drop''

177

(5)

Online Benefits

178

(2)

Online Obstacles

180

(2)

Summary

182

(1)

Key Concepts and Terms

183

(1)

Exerises

184

(1)

Practitioner Perspective

Eletronic Commerce

185

(2)

Peter Clemente

Leveraging Technology: Transaction Security

187

(4)

Ethics and Law: Expression on the Internet

191

(2)

Savy Sites

193

(5)

Marketing Communications on the Net

The PrivNet Story

198

(1)

Introduction

199

(1)

Integrated Marketing Communication (IMC)

200

(25)

Internet Advertising

200

(13)

Public Relations Activities on the Net

213

(7)

Sales Promotions on the Internet

220

(5)

Personal Selling on an Impersonal Medium

225

(1)

The Net as a Medium

225

(13)

Electronic Media

226

(2)

Print Media

228

(1)

Diret Mail

228

(1)

Audience Measurement

229

(5)

Which Media to Buy?

234

(2)

Summary

236

(1)

Key Concepts and Terms

237

(1)

Exercises

238

(2)

Practitioner Perspective

240

(4)

Exploding the Web CPM Myth

Rick Boyce

Leveraging Technology: Proxy Servers and Cache

244

(3)

Ethics and Law: Spam

247

(1)

Savvy Sites

248

(4)

Relationship Marketing Through Online Strategies

The Amazon Story

252

(1)

Building Customer Relationships, 1:1

253

(1)

Relationship Marketing Defined

254

(3)

Stakeholders

255

(1)

Relationship Levels

256

(1)

Brand Loyalty Decline

257

(3)

Too Many Products

257

(1)

Too Many Sales Promotions

258

(1)

Market Environment Changes

259

(1)

Relationship Marketing Benefits

260

(4)

Increased Profits

260

(4)

Benefits to the Customer

264

(1)

Internet Strategies Facilitating Relationship Marketing

264

(10)

Intranet

265

(1)

Extranet

265

(1)

Web Site Strategies

266

(6)

Outgoing E-mail

272

(2)

Guarding Consumer Privacy

274

(2)

Summary

276

(1)

Key Concepts and Terms

277

(1)

Exercises

278

(2)

Practitioner Perspective

280

(1)

The Dual-Value Proposition

Kathryn Creech

Leveraging Technology

281

(7)

Cookies and Collaborative Filtering

Ethics and Law: Privacy

288

(2)

Savvy Sites

290

(4)

Part III The Internet Marketing Plan

The Internet Marketing Plan

The Adjacency Story

294

(2)

Introduction

296

(1)

Creating an Internet Marketing Plan

297

(1)

Situation Analysis

298

(3)

Review the Existing Marketing Plan

298

(1)

Conduct an Environmental Scan

298

(2)

Develop a Market Opportunity Analysis

300

(1)

Identify Target Stakeholders

301

(1)

Set Objectives

302

(1)

Design Marketing-Mix Strategies to Meet the Objectives

303

(8)

Stakeholder Communication

303

(2)

Selling Products and Services over the Internet

305

(5)

Gaining Internal Efficiencies

310

(1)

Action Plan

311

(1)

Project Scope

311

(1)

Site Development

311

(1)

Site Maintenance

312

(1)

Budgeting

312

(3)

Revenue Streams

313

(1)

Product and Service Sales

313

(1)

Advertising Space Sales

313

(1)

Agent Fees

314

(1)

Cost Savings

314

(1)

Intangible Benefits

314

(1)

Cost/Benefit Analysis

315

(1)

Evaluation Plan

315

(1)

Summary

316

(1)

Key Concepts and Terms

317

(1)

Exercises

318

(2)

Practitioner Perspective

320

(1)

The Web Development Process

Matt Straznitskas

Leveraging Technology: Building a Web Site

321

(5)

Ethics and Law: Privacy in Digital Contexts

326

(3)

Savvy Sites

329

Amazon no longer offers textbook rentals. We do!

Marketing on the Internet : Principles of On-Line Marketing

Marketing on the Internet : Principles of On-Line Marketing

9780130105851

0130105856

Summary

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Marketing on the Internet : Principles of On-Line Marketing

Marketing on the Internet : Principles of On-Line Marketing

9780130105851

0130105856

Summary

Table of Contents

Supplemental Materials

Write a Review

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