INMA_A01.QXD

CHAPTER 4· INTERNET MARKETING STRATEGY The general options for the mix of ‘bricks and clicks’ are shown in Figure 4.19. The onli ...

From an analysis such as that in Figure 4.20 it should be possible to state whether the company strategy should be directed as a ...

CHAPTER 4· INTERNET MARKETING STRATEGY Decision 6: Multi-channel communications strategy As part of creating an Internet marketi ...

So, the multi-channel communications strategy needs to specify the extent of commu- nications choices made available to customer ...

CHAPTER 4· INTERNET MARKETING STRATEGY approach will be through field staff such as account managers. Specific web applications ...

change in these performance drivers. This shows the relative importance of these drivers or ‘levers’, as they refer to them: 1 A ...

CHAPTER 4· INTERNET MARKETING STRATEGY Table 4.5The 7S strategic framework and its application to digital marketing management E ...

Organisational structure decisions form two main questions. The first is ‘How should internal structures be changed to deliver e ...

1 Ad-hoc activity. At this stage there is no formal organisation related to e-commerce and the skills are dispersed around the o ...

Where the main e-commerce function is internal, the E-consultancy (2005) research suggested that it was typically located in one ...

CHAPTER 4· INTERNET MARKETING STRATEGY Links with other organisations Gulati and Garino (2000) identify a continuum of approache ...

Skills There is a wide range of new skills required for e-commerce. Figure 4.25 gives an indication of typical roles within an e ...

CHAPTER 4· INTERNET MARKETING STRATEGY For the skills indicated in Figure 4.25 it may be more efficient to outsource some skills ...

Such alternatives can then be evaluated in terms of their risk against reward. Figure 4.26 shows a possible evaluation of strate ...

bottom two rows we have also added in typical strategies and tactics used to achieve objectives which show the relationship betw ...

channels or (3) achieving reach to enhance brand awareness, favourability and pur- chase intent through ads and sponsorships on ...

CHAPTER 4· INTERNET MARKETING STRATEGY For existing customers, e-mail marketing and direct mail marketing to provide special off ...

The implication is that there was insufficient revenue from ad sales on iVillage and insufficient opportunities to pro- mote Tes ...

CHAPTER 4· INTERNET MARKETING STRATEGY 4 The situation review will include assessing internal resources and assets, including th ...

Examination questions 1 When evaluating the business benefits of a web site, which factors are likely to be common to most compa ...