INDEXoffline web metric 525
O’Malley, L. 269
on-site promotional techniques 402–3
one-to-many communications 351–2
one-to-one communications 351–2
one-to-one marketing 257, 525
one-to-some communications 351–2
Ong, C. 304
online brand see digital brand
online branding 215, 525
online buyer behaviour 74–84
growth 472
models of 78–83
online chat 245
online communications in B2B markets 496–8
online communications mix 196–7
in e-CRM 275–6
online communities 469
online customer experience 290, 302–3, 525
online customers 453–62
expectations and motivations 457–62
identification of 453–7
logistics of 457
loyalty of 461–2
online focus groups 221
online goods for sale, UK (case study) 471–2
online incentive schemes see loyalty techniques
online intermediary sites 87
online lifecycle management grid 205–7
online marketing 416–17
communications plan 157
offline impact (case study) 474–6
performance management 417–33
online partnerships 388–91
affiliate marketing 388–9
electronic retailers (case study) 389–90
online sponsorship 390–1
online PR 384–8, 406
activities 386–8
blogs 387
communications 386
defined 384–5
link building 386
podcasting 387
RSS 387–8
and traditional PR 385–6
online presence 14–16
online promotion, investment in 404–5
online promotion contribution 170, 373, 525
online purchases 68–73
online purchasing process (case study) 456–7
online purchasing systems 500, 501
online questionnaires 431
online reputation management 385
online retail activities 467–71
activity category 470
information functions 467–8
interactive functions 468–9logistics of 470
outsourcing by 470
size 469
online revenue contribution 170
online service providers (OSPs) 525
online service quality gap 336, 525
online site promotion 350
online social network 87
online sponsership 390–1, 406
strengths and weaknesses 406
online transactions in B2B 498–9
online value proposition (OVP) 187–90, 525
online video advertising (case study) 497
online web metrics 525
Opera 314
operational data, collecting 427
operational effectiveness 525
opt-in 107–8, 269, 398, 525
incentives 270
opt-in e-mail 525
opt-out 109, 269
opt-out e-mail 525
Oracle 501
Orange Mobile 227, 436
O’Reilly, T. 30
organisation channel preferences 194
out-sourcing 154
outbound e-mail 525
outbound e-mail marketing 397
outbound Internet-based communications 23, 525
outcome data 431
outside-in outsourcing 307–8
outsourcing 470, 525
outsourcing marketing activities 307–8
Overby, J. 458
overcounting 429
overlay 394
overt 526page design 332
page impression 393, 424, 526
page rank 379–80, 526
page request 526
page view see page impression
Pak, J. 332
panel activity 431
Parasuraman, A. 335
Parker, R. 289
Parry, K. 373
Parsons, A. 199–201, 436
pass-along e-mail 401
pay-per-click (PPC) search marketing 114, 381–4,
526
fake clicks 383
managing 382–3
optimising 383
strengths and weaknesses 406
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