INMA_A01.QXD

 Coverage on the latest approaches to using web analytics to measure and improve

Internet marketing (Chapter 9).


 Chapter 10 provides more detailed insight into online consumers and their behaviour

and examines how retailers are responding to the challenges created by raised cus-

tomer expectations.


 Expanded discussion of B2B trading, trading partnerships and digital marketing strategies.

The structure and contents of this book

The book is divided into three parts, each covering a different aspect of how organisa-

tions use the Internet for marketing to help them achieve competitive advantage. Table

2 indicates how the book is related to established marketing topics.

Part 1 Internet marketing fundamentals (Chapters 1–3)

Part 1 relates the use of the Internet to traditional marketing theories and concepts, and

questions the validity of existing models given the differences between the Internet and

other media.

PREFACE

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Table 1In-depth case studies in Internet Marketing, 3rd edition

Chapter Case study Themes

1 Introduction eBay thrives in the global marketplace Business and revenue model, proposition,

competition, objectives and strategies,

risk management

2 Micro-environment Zopa launches a new lending model Assessing a consumer market, business

models, marketing communications

3 Macro-environment Boo hoo – learning from the Companion vision, branding, target market,

largest European dot-com failure communicating the proposition, challenges

and reasons for failure

4 Internet marketing Tesco.com uses the Internet to support its Business models, proposition and online

strategy diversification strategy product range, target market strategy

5 Internet marketing mix The re-launched Napster changes the Peer-to-peer services, revenue models,

music marketing mix proposition design, strategy, competition,

risk factors

6 Relationship marketing Boots mine diamonds in their customer Influence of web site design on conversion,

data retention marketing, personalisation,

e-CRM, RFM analysis

7 Online customer Refining the online customer Strategy, proposition, site design, on-site

experience experience at dabs.com search capabilities

8 Interactive marketing Making FMCG brands sizzle online Communications mix, characteristics of

communications digital media, applying online communications

tools to support brands such as Birds Eye,

Pepperami, Lynx and Persil.

9 Maintaining and Learning from Amazon’s culture Strategy, measurement, online marketing

monitoring the online of metrics communications, personalisation approach

presence

10 Business-to-consumer lastminute.com: establishing and Online consumer profiles, purchasing

marketing maintaining a competitive position behaviour and expectations and e-retailing

11 Business-to-business Growth, volume and dispersion of electronic B2B trading environment, business markets,

marketing markets trading partnerships and digital marketing

strategies

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