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Marketing on the Internet : Principles of On-Line Marketing

ISBN: 9780130105851 | 0130105856
Edition: 1st
Publisher: PRENTICE HALL
Pub. Date: 6/1/1999

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SummaryTable of Contents
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.
Prefacexv
Part I Online Marketing Prelude
Introduction to the Internet
The Yahoo! Story
2(1)
... MORE
A Variety of Perspectives
3(1)
What Is the Internet?
4(2)
The Internet as Technology
4(1)
The Internet as Social Space
5(1)
The Internet as Marketing Tool
5(1)
What Is the Web? (A Business Perspective)
6(5)
Information Publishing
6(1)
Transaction-Based Systems
7(1)
Mass Customization (Personalization)
8(3)
Hierarchy of Effects Explanation
11(1)
Internet Business Models
12(3)
The Web as an Important Part of the Economy
15(4)
Internet Stocks Are Up
16(1)
New Media Revenues
16(2)
Reduced Inflation
18(1)
Efficiency and Effectiveness
18(1)
Jobs
19(1)
Organization of This Book
19(3)
Marketing Plan Tasks
20(2)
Marketing Process Applied to This Book
22(1)
Summary
22(1)
Key Concepts and Terms
23(1)
Exercises
24(3)
Practitoner Perspective
27(2)
Convergence: What It Is and What It Means
Manish Bhatia
Nielsen Media Research
Leveraging Technology
29(4)
Bandwidth and Market Opportunities
27(6)
Ethics and Law: Codes of Conduct
33(2)
Savvy Sites
35(3)
Internet User Characteristics and Behavior
The GVU Story
38(1)
Internet Growth Rate
39(4)
Diffusion of Innovation and Adopter Categories
40(1)
Product Adoption and the Product Life Cycle
41(2)
Size of the Internet
43(8)
Defining ``User''
43(1)
Measuring the Internet's Size
44(7)
Market Segmentation
51(15)
Market Segmentation Bases and Variables
52(1)
Segmentation Coverage Strategies
53(1)
Internet User Characteristics and Behavior
53(13)
Consumer Navigation Behavior
66(1)
Attention
66(1)
Privacy
67(1)
User Control of Message
67(1)
Summary
67(1)
Key Concepts and Terms
68(2)
Exercises
70(2)
Leveraging Technology: Content Filtering
72(3)
Ethics and Law: Copyright, Patent, and Trademark Law
75(1)
Savvy Sites
76(4)
Online Research
The RelevantKnowledge Story
80(2)
Marketing Information via the Internet
82(1)
Secondary Data via the Internet
83(9)
Scanning the Macroenvironment
83(4)
Scanning the Microenvironment
87(5)
Primary Data through Online Research
92(10)
Primary Research Steps
92(1)
Online Experiments
93(1)
Online Focus Groups
93(1)
Online Observations
94(1)
Online Survey Research
95(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

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