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E-Marketing

by: Strauss, Judy; Frost, Raymond

E-Marketing

by: Strauss, Judy; Frost, Raymond

ISBN 13:
9780130322647
ISBN 10:
0130322644
Format: Paperback
Copyright: 09/01/2000
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

xiv

Part I E-Marketing Prelude

Introduction to E-Marketing

The Yahoo! Story

(1)

New Rules for E-Marketing

(3)

It's Bigger Than the Internet

(1)

What Is E-Business?

(2)

What Is E-Marketing?

(1)

The Big Picture

(4)

What a Tangled Web We Weave

(1)

The Internet

(1)

End of the Beginning

(1)

E-Marketing Challenges and Opportunities

(4)

Markets

(3)

Businesses

(1)

Technology

(1)

E-Marketing Delivers

(1)

E-Business Models

(6)

Product

(1)

Price

(1)

Distribution

(2)

E-Marketing Communication

(2)

Relationship Management

(1)

Marketing Plan Tasks

(2)

Summary

(2)

Key Terms

(1)

Exercises

(3)

Practitioner Perspective

(5)

Convergence: What It Is and What It Means

Internet User Characteristics and Behavior

The GVU Story

(1)

Customers in the 21st Century

(5)

It's About Customers

(1)

Markets

(1)

B2B Markets

(1)

It's Bigger Than the Web

(1)

The Big Picture

(8)

Defining User

(1)

Diffusion of Innovation and Adopter Categories

(2)

Product Adoption and the Product Life Cycle

(1)

Size of the Internet

(3)

Market Segmentation

(1)

Market Segmentation Bases and Variables

(1)

Segmentation Coverage Strategies

(1)

E-Marketing Segments

(17)

Geographic Segments

(2)

Adoption Barriers

(3)

Demographic Segments

(2)

Psychographic Segments

(3)

Behavior Segments

(6)

Consumer Navigation Behavior

(2)

Attention

(1)

Privacy

(1)

User Control of Message

(1)

Country Profiles

(9)

Summary

(2)

Key Terms

(1)

Exercises

(3)

Practitioner Perspective

(4)

Banner Ad Targeting Increases Hotel Room Sales

Marketing Knowledge

The Media Metrix Story

(1)

Introduction

(1)

The Electronic Marketing Information System

(1)

Marketing Knowledge

(3)

Source 1: Internal Records

(1)

Nonmarketing Data

(1)

Sales Force Data

(1)

Customer Characteristics and Behavior

(1)

Source 2: Secondary Data

(1)

Marketing Intelligence

(7)

Source 3: Primary Data

100

(1)

Primary Research Steps

101

(1)

Internet-Based Research Approaches

102

(2)

Online Focus Groups

104

(1)

Online Observation

105

(1)

Online In-Depth Interviews (IDIs)

105

(1)

Online Survey Research

106

(5)

Online Panels

111

(1)

Ethics of Online Research

112

(1)

Other Technology-Enabled Approaches

113

(2)

Real-Space Approaches

115

(1)

Marketing Databases and Data Warehouses

115

(1)

Data Analysis and Distribution

116

(2)

Future Trends

118

(1)

Summary

119

(2)

Key Terms

121

(1)

Exercises

121

(4)

Practitioner Perspective

125

(5)

Employing Audience Measurement to Understand The Behavior Of Internet Users

Part II E-Marketing Strategies

Product and Pricing

The Datek Story

130

(1)

Introduction

131

(1)

Creating Customer Value Online

131

(1)

Online Benefits

132

(6)

Attributes

133

(1)

Branding

133

(4)

Support Services

137

(1)

Labeling

138

(1)

Online Costs

138

(2)

Additional Nuances of Product Development

140

(1)

New-Product Strategies for E-Marketing

141

(2)

Product Mix Strategies

142

(1)

A Taxonomy for Internet Products

143

(1)

New-Product Trends

144

(13)

Value Chain Automation

145

(4)

Outsourcing

149

(2)

Information Sharing

151

(1)

Centralizing Information Access

152

(1)

Multimedia

152

(3)

Assistive Technologies

155

(1)

Three Types of Convergence

155

(2)

Pricing

157

(10)

Efficient Markets

157

(1)

The Net Is an Efficient Market

158

(3)

The Net Is Not an Efficient Market

161

(2)

Factors Putting Upward Pressure on Internet Pricing

163

(2)

Pricing Strategies

165

(2)

Summary

167

(2)

Key Terms

169

(1)

Exercises

169

(4)

Practitioner Perspective

173

(5)

PAST, PRESENT, AND...

Product and Pricing

The RealNetworks Story

178

(2)

Introduction

180

(1)

Three Perspectives

180

(11)

Types of Intermediaries

181

(1)

Functions of a Distribution Channel

181

(8)

Systems Perspective

189

(2)

Length of Distribution Channels

191

(1)

Power Relationships Among Channel Players

192

(2)

E-Business Models

194

(13)

Content Sponsorship

194

(1)

Direct Selling

195

(1)

Infomediary

196

(1)

Intermediary Models

197

(10)

Summary

207

(1)

Key Terms

208

(1)

Exercises

209

(2)

Practitioner Perspective

211

(5)

E-Business Development at iGo

E-Marketing Communication

The PrivNet Story

216

(1)

Introduction

217

(1)

Integrated Marketing Communication (IMC)

218

(1)

Hierarchy of Effects Model

219

(1)

Marketing Communication Strategies

220

(28)

Internet Advertising

221

(11)

Public Relations Activities on the Net

232

(5)

Sales Promotions on the Internet

237

(2)

Personal Selling on an Impersonal Medium

239

(1)

Direct Marketing

240

(7)

Important Trends

247

(1)

The Net as a Medium

248

(14)

The Medium Is Not the Appliance

248

(1)

Electronic Media

249

(2)

Print Media

251

(1)

Direct Mail

252

(1)

Media Consumption

252

(1)

Audience Measurement

253

(5)

Which Media to Buy?

258

(1)

Which Vehicle to Buy?

259

(3)

Summary

262

(3)

Key Terms

265

(1)

Exercises

265

(4)

Practitioner Perspective

269

(11)

Ecommerce Y2000: Building Brand and Beyond

269

(11)

E-Marketing Communication

The Amazon Story

280

(1)

Building Customer Relationships, 1:1

281

(1)

Relationship Marketing Defined

282

(1)

Stakeholders

283

(1)

Relationship Levels

284

(1)

Customer Relationship Management (CRM)

285

(1)

Stakeholders

286

(1)

Role of Technology

287

(1)

CRM Process

287

(4)

CRM-SCM Integration

291

(1)

CRM Benefits

292

(1)

Increased Profits

293

(5)

Benefits to the Customer

298

(1)

Internet Strategies Facilitating CRM

298

(1)

Customization Tools

299

(11)

Building Partnerships Through Community

310

(5)

Guarding Consumer Privacy

315

(2)

Summary

317

(1)

Key Terms

318

(1)

Exercises

319

(1)

Review Questions

319

(1)

Discussion Questions

319

(1)

Activities

320

(1)

Internet Exercise: Customer Satisfaction

320

(1)

Internet Exercise: Service Strategies

321

(1)

Practitioner Perspective

322

(1)

Fulfilling the Promise of Relationship Marketing

322

(1)

The Trust Factor

323

(1)

A More Precise Form of Relationship Marketing

324

(1)

The Power of Self-Interest

324

(4)

Part III Putting It All Together

The E-Marketing Plan

The Adjacency Story

328

(2)

Introduction

330

(1)

Creating an E-Marketing Plan

330

(1)

A Seven-Step Marketing Plan

331

(2)

The Venture Capital E-Marketing Plan

333

(1)

The Existing Marketing Plan

334

(2)

Situation Analysis

336

(1)

Conduct an Environmental Scan

336

(2)

Develop a Market Opportunity Analysis

338

(4)

Identify Target Stakeholders

342

(1)

Set Objectives

343

(1)

Design Marketing Mix Strategies to Meet the Objectives

344

(1)

Action Plan

345

(1)

Web Site Example

346

(3)

Budgeting

349

(1)

Web Site Example

350

(2)

Evaluation Plan

352

(1)

Summary

352

(1)

Key Terms

353

(1)

Exercises

354

(3)

Practitioner Perspective

357

(5)

The Web Development Process

Leveraging Technology

Introduction

362

(1)

Product Technologies

362

(8)

Building a Web Site

362

(4)

Multimedia

366

(1)

Database Marketing

367

(2)

Computer Viruses

369

(1)

Denial of Service Attacks

370

(1)

Price Technologies

370

(4)

Shopping Agents

370

(4)

Distribution Technologies

374

(11)

Bandwidth and Market Opportunities

374

(5)

Content Filtering

379

(2)

Transaction Security

381

(4)

IMC Technologies

385

(9)

Site Rating Services

385

(2)

Proxy Servers and Cache

387

(2)

How Search Engines Work

389

(2)

Privacy, Log Files, and Cookies

391

(1)

Rotating and Targeted Ad Banners

391

(3)

Relationship Marketing Technologies

394

(3)

Summary

397

(1)

Key Terms

398

(1)

Exercises

399

(2)

Practitioner Perspective

401

(7)

Why Media Metrix Numbers and Site Server Log-File Data Don't Always Tally

Ethics and Law

Law, Ethics, and Marketing: Introduction

408

(4)

Ethics and Ethical Codes

409

(1)

The Problem of Self-Regulation

410

(2)

Privacy

412

(6)

Background

412

(1)

Privacy Within Digital Contexts

413

(5)

Digital Property

418

(10)

419

(2)

Trademarks

421

(2)

Patents

423

(2)

Licenses

425

(1)

Trade Secrets

426

(1)

Data Ownership

426

(2)

Online Expression

428

(2)

Emerging Issues

430

(4)

Online Governance and ICANN

431

(1)

Jurisdiction

431

(1)

Fraud

432

(2)

Conclusion

434

(1)

Summary

434

(2)

Key Terms

436

(1)

Exercises

437

(4)

Practitioner Perspective

441

(5)

Exploding the Web CPM Myth

Glossary

446

(27)

Savvy Sites

473

(10)

References

483

(10)

Index

493

Amazon no longer offers textbook rentals. We do!

E-Marketing

E-Marketing

9780130322647

0130322644

Summary

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

E-Marketing

E-Marketing

9780130322647

0130322644

Summary

Table of Contents

Supplemental Materials

Write a Review

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