INMA_A01.QXD

In Part 3 particular issues of the execution of an Internet marketing

strategy are described, including development of a web site and

ensuring a quality customer experience (Chapter 7), marketing

communications to promote a site (Chapter 8) and the maintenance

and evaluation of an online presence (Chapter 9). In Chapters 10 and

11, specific examples are given of how business-to-consumer and

business-to-business companies are using the Internet.

Delivering the online customer experience p.301

Planning web site design and build

Initiation of the web site project

Researching site users’ requirements

Designing the user experience

Development and testing of content

Promote site

Service quality

Interactive marketing communications p.348

The characteristics of interactive marketing communications

Integrated Internet marketing communications

Objectives and measurement for interactive marketing communications

Offline promotion techniques

Online promotion techniques

Search engine marketing

Online PR

Online partnerships

Interactive advertising

E-mail marketing

Viral marketing

On-site promotional techniques

Selecting the optimal communications mix

Maintaining and monitoring the online presence p.415

Performance management for Internet marketing

The maintenance process

Responsibilities in web site maintenance

Business-to-consumer Internet marketing p.451

Online customers

E-retailing

Online retail activities

Implications for e-retail marketing strategy

Business-to-business Internet marketing p.484

B2B e-context

Commercial exchanges in B2B markets

Trading relationships in B2B markets

Digital marketing strategies

7

8

9

10

11

INTERNET MARKETING:

IMPLEMENTATION AND

Part 3 PRACTICE

INMA_C07.QXD 17/5/06 4:23 pm Page 299