marketplace structure, changes 193
marketsite 486, 489, 524
marketspace 524
Marn, M. 232, 236
Marsden, P. 221, 222
Marshak, R. 75
Marshall, P. 243
Martin, C.I. 222
Mason, R. 102
mass customisation 23, 218, 270, 351, 524
in e-CRM 263
mass marketing 258, 524
Match.com (case study) 370
Matthews, B. 233
measurement 532
media broker 524
media buyer 524
media buying 524
media consumption 355
media consumption, changes in 6–7
media involvement 355
media-neutral planning (MNP) 358–9, 524
media owners 524
media planning 396, 524
media portal 90
media reach 355
media site 16, 52, 362, 524
Menteth, H. 77
menu options 331–2
meta-data 29, 524
meta search engine 524
meta tags 113–14, 380–1, 524
metrics for internet marketing 418, 524
case study 441–6
micro-environments 42–5
micropayments (microtransactions) 134, 524
microsite 362–3, 391, 524
Microsoft 491
Microsoft internet information server (IIS) 524
Millard Brown Qualitative 357
Mintzberg, H. 158
mixed-mode buying 24, 350, 524
mobile access 120–1
mobile commerce (m-commerce) 124
strategies 124–5
usage 124
mobile services 123–4
in future 125–9
Moe, W. 78
Moller, K. 269
Mols, N. 240
monetary value analysis in LTV 283
Morgan, R. 304
Morganosky, M. 453
MORI 453
Morris, R.J. 222
Morville, P. 318, 319, 323, 327, 330Mougayer, W. 140
Mozilla 314
MSN 21, 60
Mulhern, F.J. 467
multi-channel behaviour, identifying 183–4
multi-channel communications strategy 194–6
multi-channel customer experience 77
multi-channel distribution strategy 191–3
multi-channel marketing 10, 524
multi-channel marketing strategy 5, 153, 525
multi-channel prioritisation 191
multi-site online car purchase (case study) 84
Murdoch, R. 51
Myers, J. 194
mystery shoppers 431, 433Napster 48, 218
case studies 226–7, 248–51
narrow navigation 328–9
nationwide 187
customer service (case study) 247
navigation 328, 525
Neely, A. 418
nested ad content 525
Nestlé 22
neutral sites 58
New Media Age 370, 389
Newholm, T. 461
next practices 85
NHS Purchasing and Supply Agency (case study)
499–500
Nicholls, A. 472, 504, 505
Nielsen, J. 313, 327, 328, 330
noise 353
non-repudiability see security methods
North-West Supplies (case study) 16–18
Norton, D.P. 172
notification 103, 525
Novak, T.P. 12, 22, 327, 453
on interactive marketing 352, 353, 393, 405
Novo, J. 283–4O 2187
offer 235, 525
offline communications
advantages and disadvantages 371
advertising 371–2
case study 370
direct marketing 372
in e-CRM 276
physical reminders 372–3
public relations 372
response mechanisms 372
word of mouth 373
offline promotion 370
offline response mechanism 363
offline site promotion 350INDEXINMA_Z02.QXD 17/5/06 4:25 pm Page 543