INMA_A01.QXD
Friedlein, A. (2002) Maintaining and Evolving Successful Commercial Web Sites. Morgan Kaufmann, San Francisco. Friedman, L. and ...
Further reading Brassington, F. and Petitt, S. (2000) Principles of Marketing, 2nd edn. Financial Times/Prentice Hall, Harlow. S ...
CHAPTER 5· THE INTERNET AND THE MARKETING MIX Learning objectives After reading this chapter, the reader should be able to: Ap ...
This chapter shows how the well-established strategic framework of the marketing mix can be applied by marketers to inform their ...
The key issues related to different elements of the marketing mix that are discussed in this chapter are: Product– are there op ...
the different types of online presence introduced in Chapter 1, i.e. transactional e-com- merce, relationship-building, brand-bu ...
Of course, the markets transformed most by the Internet are those where products themselves can be transformed into digital serv ...
Companies can also consider how the Internet can be used to change the range or combination of products offered. Some companies ...
customer lists customer comments warranties guarantees money-back offers customer service (see people, process and physica ...
Extended product is not necessarily provided free of charge. In other cases a premium may be charged. Amazon (www.amazon.com), f ...
1 The law of the few This suggests that the spread of any new product or service is dependent on the initial adoption by ‘connec ...
The long tail concept The long tail conceptis useful for considering the role of Product, Place, Price and Promotion online. The ...
One reason for increased product variety on the Internet is the ability of online retailers to catalog, recommend, and provide a ...
A further method by which the Internet can change branding that was suggested by Jevons and Gabbott (2000) is that online, ‘the ...
Brand identity Aaker and Joachimsthaler (2000) also emphasise the importance of developing a plan to communicate the key feature ...
Options for changing brand identity online A further decision for marketing managers is whether to redefine the name element of ...
2 Extend traditional brand: variant Some companies decide to create a slightly different version of their brand when they create ...
4 Create a new digital brand It may be necessary to create an entirely new digital brand if the existing offline brand has negat ...
But, for other types of products, existing brand preferences appear to be more important: Clothing/accessories, 22% Computer h ...
The price variableof the marketing mix refers to an organisation’s pricing policies which are used to define pricing modelsand, ...
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