xi
- 1 An introduction to Internet marketing Acknowledgements xxvi
- Links to other chapters Learning objectives / Questions for marketers /
- marketing? Introduction – how significant is the Internet for
- Marketing applications of Internet marketing
- Our changing media consumption
- Our changing buyer behaviour
- What is Internet marketing?
- E-marketing defined
- Digital marketing defined
- E-commerce and e-business defined
- E-business defined
- Business or consumer model?
- marketer? What benefits does the Internet provide for the
- A strategic approach to Internet marketing
- from traditional marketing communications? How do Internet marketing communications differ
- A short introduction to Internet technology
- How does the Internet work?
- From the Internet to intranets and extranets
- marketplace Case Study 1 eBay thrives in the global
- Summary
- Exercises
- Self-assessment exercises
- Essay and discussion questions
- Examination questions
- References
- Further reading
- Web links
- 2 The Internet micro-environment
- Links to other chapters Learning objectives / Questions for marketers /
- Introduction
- Different environment components
- Marketplace
- Competitive forces
- Value creation and value chain analysis
- New channel structures
- Location of trading in marketplace
- Commercial arrangement for transactions
- Business models in e-commerce
- Revenue models
- Customers
- Assessing demand for e-commerce services
- Online demand for business services
- Online buyer behaviour
- Customer persona and scenario analysis
- Multi-channel customer experiences
- Models of online buyer behaviour
- Competitors
- Suppliers
- Intermediaries
- Case Study 2 Zopa launches a new lending model
- Summary
- Exercises
- Self-assessment exercises
- Essay and discussion questions
- Examination questions
- References
- Further reading
- Web links
- 3 The Internet macro-environment
- Links to other chapters Learning objectives / Questions for marketers /
- Introduction
- Social factors
- Social exclusion
- Legal and ethical issues of Internet usage
- Privacy legislation
- Other e-commerce legislation
- Technological factors
- Alternative digital technologies
- Digital radio
- Security
- Part
- Economic factors viii
- Globalisation
- Political factors
- Internet governance
- Taxation
- Tax jurisdiction
- European dot-com failure Case Study 3 Boo hoo – learning from the largest
- Summary
- Exercises
- Self-assessment exercises
- Essay and discussion questions
- Examination questions
- References
- Further reading
- Web links
- 4 Internet marketing strategy
- Links to other chapters Learning objectives / Questions for marketers /
- Introduction
- Internet strategy is a channel marketing strategy
- The scope of Internet marketing strategy
- An integrated Internet marketing strategy
- Is a separate Internet marketing plan needed?
- A generic strategic approach
- Situation review
- Internal audit or analysis
- External audits or analysis
- Strategic goal setting
- Frameworks for objective setting
- Strategy formulation
- strategies Decision 1: Market and product development
- Decision 2: Business and revenue models strategies
- Decision 3: Target marketing strategy
- strategy (including the marketing mix) Decision 4: Positioning and differentiation
- Decision 5: Multi-channel distribution strategy
- strategy Decision 6: Multi-channel communications
- Decision 7: Online communications mix and budget
- Decision 8: Organisational capabilities (7S)
- Strategy implementation
- support its diversification strategy Case Study 4 Tesco.com uses the Internet to
- Summary
- Exercises
- Self-assessment exercises
- Essay and discussion questions
- Examination questions
- References
- Further reading
- Web links
- 5 The Internet and the marketing mix
- Links to other chapters Learning objectives / Questions for marketers /
- Introduction
- Product
- The long tail concept
- The Internet and branding
- The importance of brand online
- Price
- 1 Increased price transparency
- 2 Downward pressure on price
- 3 New pricing approaches (including auctions)
- 4 Alternative pricing structure or policies
- Place
- 1 Place of purchase
- 2 New channel structures
- 3 Channel conflicts
- 4 Virtual organisations
- Promotion
- People, process and physical evidence
- People
- Process
- Physical evidence
- the music marketing mix Case Study 5 The re-launched Napster changes
- Summary
- Exercises
- Self-assessment exercises
- Essay and discussion questions
- Examination questions
- References
- Further reading
- Web links
- Internet 6 Relationship marketing using the
- Links to other chapters Learning objectives / Questions for marketers /
- Introduction
- Key concepts of relationship marketing
- Part
- Benefits of relationship marketing CONTENTS
- Differentiating customers by value
- management (e-CRM) Key concepts of electronic customer relationship
- Benefits of e-CRM
- Marketing applications of CRM
- CRM technologies and data
- Customer lifecycle management
- Permission marketing
- Personalisation and mass customisation
- Online and multi-channel service quality
- Approaches to implementing e-CRM
- Stage 1: Attract new and existing customers to site
- Stage 2a: Incentivise visitors to action
- maintain relationship Stage 2b: Capture customer information to
- communication Stage 3: Maintain dialogue using online
- communication Stage 4: Maintain dialogue using offline
- The IDIC approach to relationship building
- value Techniques for managing customer activity and
- Lifetime value modelling
- Loyalty schemes
- Virtual communities
- required for customer loyalty Customer experience – the missing element
- customer data Case Study 6 Boots mine diamonds in their
- Summary
- Exercises
- Self-assessment exercises
- Essay and discussion questions
- Examination questions
- References
- Further reading
- Web links
- experience 7 Delivering the online customer
- Links to other chapters Learning objectives / Questions for marketers /
- Introduction
- Planning web site design and build
- Who is involved in a web site project?
- Web site prototyping
- Initiation of the web site project
- Domain name registration
- Selecting an Internet service provider (ISP)
- Researching site users’ requirements
- Usability
- Web accessibility
- Localisation
- Reviewing competitors’ web sites
- Designing the information architecture
- Designing the user experience
- Developing customer-oriented content
- Marketing-led site design
- Elements of site design
- Site design and structure
- Page design
- Content design
- Development and testing of content
- Testing content
- Tools for web site development and testing
- Promote site
- Service quality
- Tangibles
- Reliability
- Responsiveness
- Assurance
- Empathy
- satisfaction and loyalty The relationship between service quality, customer
- experience at dabs.com Case Study 7 Refining the online customer
- Summary
- Exercises
- Self-assessment exercises
- Essay and discussion questions
- Examination questions
- References
- Further reading
- Web links
- 8 Interactive marketing communications
- Links to other chapters Learning objectives / Questions for marketers /
- Introduction
- communications The characteristics of interactive marketing
- digital media Differences in advertising between traditional and
- Integrated Internet marketing communications
- Integration through time
- Campaign response mechanics
- Part ix
- marketing communications Objectives and measurement for interactive
- Conversion marketing objectives
- Timescales for objective setting
- Campaign cost objectives
- Offline promotion techniques
- communications to support e-commerce Advantages and disadvantages of using offline
- presence Incidental and specific advertising of the online
- Public relations
- Direct marketing
- Other physical reminders
- Word of mouth
- Online promotion techniques
- 1 Search engine marketing
- (a) Search engine optimisation (SEO)
- (b) Pay-per-click (PPC) search marketing
- (c) Trusted feed
- 2 Online PR
- What is PR?
- What is online PR?
- Differences between online PR and traditional PR
- Online PR activities
- 3 Online partnerships
- (a) Affiliate marketing
- (b) Online sponsorship
- 4 Interactive advertising
- Fundamentals of online advertising
- The purpose of interactive advertising
- Measurement of interactive ad effectiveness
- Interactive ad targeting options
- Interactive ad formats
- Making banner advertising work
- Buying advertising
- 5 E-mail marketing
- Opt-in e-mail options for customer acquisition
- customer retention (house list) Opt-in e-mail options for prospect conversion and
- E-mail marketing success factors
- Managing inbound e-mail communications
- 6 Viral marketing
- On-site promotional techniques
- Selecting the optimal communications mix
- Case Study 8 Making FMCG brands sizzle online
- Summary
- Exercises
- Self-assessment exercises
- Essay and discussion questions
- Examination questions
- References
- Further reading
- Web links
- presence 9 Maintaining and monitoring the online
- Links to other chapters Learning objectives / Questions for marketers /
- Introduction
- Performance management for Internet marketing
- system Stage 1: Creating a performance management
- framework Stage 2: Defining the performance metrics
- metrics and summarising results Stage 3: Tools and techniques for collecting
- The maintenance process
- How often should material be updated?
- Responsibilities in web site maintenance
- Who owns the process?
- Who owns the content?
- Who owns the format?
- Who owns the technology?
- Content management
- of metrics Case Study 9 Learning from Amazon’s culture
- Summary
- Exercises
- Self-assessment exercises
- Essay and discussion questions
- Examination questions
- References
- Further reading
- Web links
- marketing 10 Business-to-consumer Internet
- Links to other chapters Learning objectives / Questions for marketers /
- Introduction
- Key themes and concepts
- Online customers
- Who are the online customers?
- Online customers’ expectations and motivations
- E-retailing
- Development of e-retailing
- E-retailing: the virtual channel
- E-retail activities
- Information functions
- Interactive functions
- Who are the e-retailers and what are they selling? CONTENTS
- Implications for e-retail marketing strategy
- maintaining a competitive position Case Study 10 lastminute.com: establishing and
- Summary
- Exercises
- Self-assessment exercises
- Essay and discussion questions
- Examination questions
- References
- Further reading
- Web links
- marketing 11 Business-to-business Internet
- Links to other chapters Learning objectives / Questions for marketers /
- Introduction
- Key themes and concepts
- B2B e-context
- Online environment analysis
- Commercial exchanges in B2B markets
- The electronic marketplace
- How organisations are using Internet technologies
- Trading relationships in B2B markets
- The exchange process
- The buying function
- Trading partnerships
- Digital marketing strategies
- electronic markets Case Study 11 Growth, volume and dispersion of
- Summary
- Exercises
- Self-assessment exercises
- Essay and discussion question
- Examination question
- References
- Further reading
- Web links
- Glossary
- Index