INMA_A01.QXD

The impact of an increasing number of consumers and businesses accepting the Internet and other forms of digital media as a stab ...

UK population by using a store-based model whereas ASDA, which offers less product lines, has based its model on the classical w ...

Increasingly, companies are keen to understand the effect and impact of their promotional spend and par- ticulary how different ...

Online coupon redemption This technique is often used in the early adoption stages of the Internet as a marketing communication. ...

CHAPTER 10· BUSINESS-TO-CONSUMER INTERNET MARKETING Figure 10.7Online rebate with online purchase: Sainsbury’s online promotiona ...

IMPLICATIONS FOR E-RETAIL MARKETING STRATEGY Figure 10.8Internet advertising by major industry and retail category Source: Price ...

In conclusion, it is now widely acknowledged that there is a need for a company to have a coherent e-strategy underpinned by a c ...

are developed by using different blocks of text, features and promotions so that the e-mail delivers relevant content and offers ...

Summary 1 This chapter has focused on online consumers and e-retailers and in doing so has introduced some of the key issues tha ...

Exercises References Self-assessment exercises 1 Describe the variables that a retailer might consider when trying to identify a ...

Cude, B., and Morganosky, M. (2000). Online grocery shopping: an analysis of current oppor- tunities and future potential, Consu ...

Stone, R. and Gronhaug, K. (1993) Perceived risk: further considerations for the marketing discipline, European Journal of Marke ...

Learning objectives After reading this chapter, the reader should be able to:
Identify the principal uses of the Internet in B ...

Many writers and researchers have generally agreed for some time that technology has the capacity to change how businesses trade ...

4 Digital marketing strategies:this section looks at the focus of digital marketing strategies – tactical or strategic, the exte ...

gain a better understanding of what is known about the B2B trading context and the online environment: 1 macro-environmental 2 m ...

wrongdoing, the result of which can be complete business failure. Currently, trading environments have very sensitive climates a ...

2 Micro-environmental analysis The micro-environmentconsists of five key elements: competitors, customers, suppliers, intermedia ...

3 Internal analysis Internet technologies are adopted in various ways to meet a range of business objectives. Organisations are ...

an administratively correct manner. Whatever form the dominant culture takes it will affect everything the organisation does. Tw ...