INMA_A01.QXD

their physical size. This leads to large stores competing with smaller stores for trade in the same area. ‘We quickly learned th ...

Summary Summary 1 The three areas of relationship marketing, direct marketing and database marketing have converged to create a ...

Exercises CHAPTER 6· RELATIONSHIP MARKETING USING THE INTERNET Self-assessment exercises 1 Why is the Internet a suitable medium ...

References References Agrawal, V., Arjona, V. and Lemmens, R. (2001) E-performance: the path to rational exuber- ance, McKinsey ...

CHAPTER 6· RELATIONSHIP MARKETING USING THE INTERNET Rigby, D., Bavega, S., Rastoi, S., Zook, C. and Hancock, S. (2000) The valu ...

Jim Novo(www.jimnovo.com). A site by a US consultant that has a lot of detail on tech- niques to profile customers online.
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In Part 3 particular issues of the execution of an Internet marketing strategy are described, including development of a web sit ...

INMA_C07.QXD 17/5/06 4:23 pm Page 300 ...

Learning objectives After reading this chapter, the reader should be able to:  Describe the different stages involved in creati ...

Developing the capability to create and maintain an effective online presence through a web site is a key part of Internet marke ...

 Ease of locating the site through search engines (Chapter 8);  Services provided by partners online on other web sites;  Qua ...

In the past, it has been a common mistake amongst those creating a new web site for the first time to ‘dive in’ and start creati ...

The process of web site development summarised in Figure 7.2 is idealised, since, for efficiency, many of these activities have ...

setting out the aims and objectives of the site, and then – if it is intended to outsource the site – presenting the brief to ri ...

 Stakeholders. The impact of the web site on other members of the organisation should not be underestimated. Internal staff may ...

side-in approach will probably be driven by the need to reduce the costs of outsourc- ing, poor delivery of services by the supp ...

1 Analysis. Understanding the requirements of the audience of the site and the require- ments of the business, defined by busine ...

1 Register the domain name as early as possible. This is necessary since the precedent in the emerging law is that the first com ...

A major factor for a company to consider when choosing an ISP is whether the server is dedicatedto one company or whether conten ...