INMA_A01.QXD

INDEX

Jevons, C. 138, 225

Joachimsthaler, E. 182, 225, 226, 228, 503

Jobber, D. 486

Johnson, E. 232

Joint Photographic Experts Group (JPEG) 30, 523

Joseph, M. 193

Jupiter Research 497

Kahin, B. 486

Kalakota, R. 52, 159, 499

Kaplan, R.S. 172

Kemmler, T. 404

key performance indicators (KPIs) 173–4, 523

Kiani, G. 26

Kim, E. 186

Klein, L. 137, 162, 221, 231

Kolesar, M. 336

Kothari, D. 79

Kotler, P. 43, 80, 235, 357, 419, 420

Kraut, R. 242

Kumar, N. 191–2, 241–2

landing page 362–3, 399

last mile problem 470–1

lastminute.com (case study) 478–9

latency analysis in LTV 283

Lautenborn, R. 216

law of the few 222

lead 523

lead generation 5

lead generation offers 273, 523

lean-forward media 352

Lee, E. 458

legal environment of B2B marketing 488

legal issues 101–16

on cookies 111–12

legibility of site design 324

Levi Strauss 218

Levy, M. 163, 464

Lewis, H. 78, 79, 81

Lewis, R. 78, 79, 81

Lexus 77

life-time value-based ROI 368–9

lifetime value (LTV) 278, 523

lifetime value modelling 278–86

benefits 280

grouping customers 284–5

product recommendation 285–6

propensity modelling 285–6

RFM analysis 283–6

sense, respond, adjust 282

statistical RFM analysis 284

link building 386

list broker 523

list owner 523

live web site 523

localisation 239–40, 317, 523

location independence 25–6

Location Optimised Commerce on the Internet

(LOCI) 140

log file 523

log file analysers 28, 424, 523

inaccuracies caused by 429

logical rational planning 159

long-tail concept 223, 523

Louviere, J. 464

Lowe, M.S. 503

loyalty techniques 286–7, 524

of online customers 461–2

Lynch, P. 328

Lynch, R. 158, 169

Lynx 314

McDonald, M. 9, 21, 56

On Internet marketing strategy 156–7, 189, 195,

205

on marketing mix 219, 224, 229, 238

McFarlan, F.W. 205

McGaffin, K. 386

McKinsey Consultants 45, 197

macro-environment 44

Magnet online 469

Magretta, J. 243

mailbots see autoresponders

maintenance process 524

Malhotra, N. 431, 432

Malone, M.S. 242

Malone, T. 242

management myopia 419

many-to-many communications 351–2

market alliance model 243

market-oriented pricing 235

market penetration and development strategy

176–7

market share growth 177

marketing communication 469

marketing effectiveness, assessing 161

marketing-led design 324

marketing-led site design 324

marketing mix 215, 524

people 245–7

physical evidence 248

place 237–43

positioning and differentiating 185–90

price 231–7

process 248

product 217–30

promotion 243–4

varying 215–17

marketing planning 157, 524

marketing research 430–3

tools 469

marketplace 45–61, 524

competitive forces in 46–9

trading location in 57–8

marketplace portal 90

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