INMA_A01.QXD
With SMART objectives everyone is sure exactly what the target is and progresses towards it and, if appropriate, action can be t ...
Table 4.4 illustrates specific Internet marketing measures within the four main areas of organisational performance managed thro ...
Strategy formulationinvolves the identification of alternative strategies, a review of their merits and then selection of the be ...
Many have assumed that the Internet changes everything, rendering all the old rules about companies and competition obsolete. Th ...
Decision 1: Market and product development strategies In Chapter 1, we introduced the Ansoff matrix as a useful analytic tool fo ...
Market share growth– companies can compete more effectively online if they have web sites that are efficient at converting vis ...
4 Diversification In this sector, new products are developed which are sold into new markets. The Internet alone cannot facilita ...
The risks of the new approach to banking were highlighted by the cost of innovation; with it being estimated that in its first y ...
A widely held belief in the new economy in the past, has been that change and flexibility is good, but these interviews suggest ...
3 needs of each segment, in particular, unmet needs; 4 organisation and competitor offers and proposition for each segment acros ...
customers that are brand-loyal– services to appeal to brand loyalists can be provided to support them in their role as advocate ...
1 Identify customer lifecycle groups Figure 4.14 illustrates this approach. As visitors use online services they can potentially ...
online channels will be more responsive and will make more purchases online. Drawing a channel chain (Figure 2.10) for different ...
Decision 4: Positioning and differentiation strategy (including the marketing mix) Stage 3 in Figure 4.12 is positioning. Deise ...
It is evident that these are related to the different elements of Deise et al. (2000). He says that online these should build on ...
An alternative perspective on positioning strategies has been suggested by Picardi (2000). The three main approaches suggested a ...
Communicating these messages to all appropriate online and offline customers touch points in different levels of detail from st ...
They summarise their guidelines as follows: First identify customer needs and define a distinctive value proposition that will m ...
will influence which proposition is possible. They then suggest sub-processes of first setting objectives for market share, volu ...
Decision 5: Multi-channel distribution strategy Decisions 5 and 6 relate to multi-channel prioritisationwhich assesses the strat ...
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