Specifically, this book addresses the following needs:
There is a need to know to what extent the Internet changes existing marketing models
and whether new models and strategies can be applied to exploit the medium effectively.
Marketing practitioners need practical Internet marketing skills to market their prod-
ucts effectively. Knowledge of the new jargon – terms such as ‘portal’, ‘clickthrough’,
‘cookie’, ‘hits’, ‘page impressions’, ‘digital certificate’ – and of effective methods of
site design and promotion such as search engine marketing will be necessary, either
for direct ‘hands-on’ development of a site or to enable communication with other
staff or agencies that are implementing and maintaining the site.
Given the rapidly changing market characteristics and best practices of Internet mar-
keting, web-based information sources are needed to update knowledge regularly.
This text and the supporting companion web site contain extensive links to web sites
to achieve this.
The content of this book assumes some existing knowledge of marketing in the reader,
perhaps developed through experience or by students studying introductory modules in
marketing fundamentals, marketing communications or buyer behaviour. However, the
text outlines basic concepts of marketing, communications theory, buyer behaviour and
the marketing mix.Changes for the third edition of Internet Marketing
The acclaimed structure of the second edition has been retained since this provides a clear
sequence to the stages of strategy development and implementation which are required
to plan successfully for Internet marketing in existing and start-up companies. The third
edition is a significant update with many revisions, new subsections and nearly 100 new
figures to better explain Internet marketing concepts. The main changes are:
In-depth cases written specifically for this book, illustrating best practices and the
challenges of online marketing from well-known global e-businesses such as Amazon
and eBay to European and Asian examples such as Tesco.com, dabs.com and start-ups
such as Zopa.com. A full listing of cases is given in Table 1. Mini case studies and
examples within each chapter have also been updated to include the full range of
Internet marketing applications from transactional sites, lead-generation relationship-
building sites, brand sites and media-owned sites;
Updated to reference the full range of digital media that support Internet marketing
including blogging, Really Simple Syndication (RSS), instant messaging, podcasting,
digital TV and mobile marketing;
More detail on understanding online buyer behaviour and the need to deliver effec-
tive online customer experiences consistent with this (Chapter 2);
Updates on the legal constraints from data protection and privacy laws and accessibil-
ity legislation (Chapter 3);
Additional coverage on the opportunities provided by technological developments in
wireless and mobile media and broadband adoption (Chapter 3);
Content on strategy updated to reflect the latest thinking on customer-centric online
marketing using customer personas and journeys as part of multi-channel marketing
(Chapters 4 and 5);
Chapter 6 on relationship marketing now has an approach oriented to electronic cus-
tomer relationship management (e-CRM) and includes more detail on techniques
used by e-retailers and e-mail marketers such as lifetime value and recency-frequency-
monetary (RFM) value analysis;
Greater depth on online marketing communications techniques including affiliate
marketing, search engine marketing, online PR and viral marketing (Chapter 8);PREFACExvINMA_A01.QXD 17/5/06 12:00 Page xv