inflated expectations in hype cycle 118
infomediary 88, 465, 504, 522
information architecture 318, 522
designing 318–22
blueprints 319–20
card sorting 319
web response 318
wireframes 320–2
information in B2B markets 495
information organisation schemes 327, 522
informational transactions 11
ING Direct 48
initiation of web site project 309, 522
insertion order 522
inside-out outsourcing 308
institutionalising capability 200
integrated e-mail marketing 399
integrated marketing communications 357–63
campaign response mechanics 362–3
media-neutral planning 358–9
planning 358
through time 360–1
integration 23–5
integration in customer management 268
integrity in customer management 268
integrity see security methods
intellectual property rights (IPRs) 116, 522
interaction in customer management 268
in e-CRM 277
interactive advertising 391–6
banner advertising 395
buying advertising 395–6
effectiveness 393
formets 394
fundamentals 391–2
purposes 392–3
strengths and weaknesses 406
targeting options 393–4
interactive banner advertisement 522
interactive digital TV (iDTV) 126–9, 522
case study 127
interactive marketing communications
advertising, differences 354–5
characteristics of 350–7
consumer perceptions (case study) 355–7
integration 354, 357–63
intermediaries 353–4
objectives and measurement 363–9
campaign costs objectives 367–9
conversion marketing objectives 365–6
non-transactional sites 369
timescales 366
online promotion techniques 373–402
e-mail marketing 397–400
interactive advertising 391–6
on-site promotional techniques 402–3
o nline partnerships 388–91online PR 384–8
search engines marketing 373–84
viral marketing 400–2
optimal communications mix 403–7
interactivity 350, 523
intermediaries 86–90, 465, 523
increase in 353–4
intermediary analysis 167
internal structures 199–202
Internet 26, 523
access applications 30
benefits of 14–18
and branding 224–9
use in Europe 455
world users 454
internet-based market research 430
internet contribution 523
internet EDI 48, 523
internet effectiveness, assessing 161
internet governance 139, 523
internet marketing 8, 523
applications 5–6
benefits 169
communications 20–6
defined 8–14
interactivity of 21–2
stage models 162–5
strategic approach to 18–20
technology 26–36
Internet marketing metrics see metrics for Internet
marketing
Internet marketing strategy 152, 523
as channel marketing strategy 152–3
framework for 158
generic approach to 157–9
integrated 154–7
scope of 153
situation review 160–8
strategic goal setting 168–74
strategy formulation 174–204
strategy implementation 204–7
Internet pureplay 465, 523
Internet radio 129
Internet relay chat (IRC) 523
internet service providers (ISPs) 27, 310, 523
selecting 310–11
Internet technology, use of 495–501
interruption marketing 268, 523
interstitial ads 394, 523
intranet 32–3, 523
Introna, L. 242
ips Intelligent 490Jan-Mou, L. 489
Janal, D. 354
Janda, S. 302, 336
Java 523
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