What is Internet Marketing?

Table of contents

- Cover (Page 1)
- Internet Marketing (Page 2)
- Brief contents (Page 6)
- Contents (Page 8)
- Preface (Page 14)
- Guided tour (Page 23)
- About the authors (Page 26)
- Acknowledgements (Page 27)
- Internet Marketing Fundamentals (Page 30)
- An introduction toInternet marketing (Page 32)
- Introduction – how significant is the Internet for marketing? (Page 33)
- What is Internet marketing? (Page 37)
- What benefits does the Internet provide for the marketer? (Page 43)
- A strategic approach to Internet marketing (Page 47)
- How do Internet marketing communications differ from traditionalmarketing communications? (Page 49)
- A short introduction to Internet technology (Page 55)
- Case Study 1 eBay thrives in the global marketplace (Page 62)
- Summary (Page 66)
- Exercises (Page 67)
- The Internet micro-environment (Page 70)
- Introduction (Page 71)
- Marketplace (Page 74)
- Customers (Page 90)
- Online buyer behaviour (Page 103)
- Competitors (Page 114)
- Suppliers (Page 115)
- Intermediaries (Page 115)
- Case Study 2 Zopa launches a new lending model (Page 119)
- Summary (Page 121)
- Exercises (Page 122)
- The Internetmacro-environment (Page 126)
- Introduction (Page 127)
- Social factors (Page 128)
- Legal and ethical issues of Internet usage (Page 130)
- Technological factors (Page 145)
- Economic factors (Page 165)
- Political factors (Page 167)
- Case Study 3 Boo hoo – learning from the largest European dot-com om failure (Page 170)
- Summary (Page 173)
- Exercises (Page 173)
- Internet Strategy Development (Page 178)
- Internet marketing strategy (Page 180)
- Introduction (Page 181)
- An integrated Internet marketing strategy (Page 183)
- A generic strategic approach (Page 186)
- Situation review (Page 189)
- Strategic goal setting (Page 197)
- Strategy formulation (Page 203)
- Strategy implementation (Page 233)
- Case Study 4 Tesco.com uses the Internet to support its diversification strategy (Page 236)
- Summary (Page 238)
- Exercises (Page 239)
- The Internet and the marketing mix (Page 243)
- Introduction (Page 244)
- Product (Page 246)
- Price (Page 260)
- Place (Page 266)
- Promotion (Page 272)
- People, process and physical evidence (Page 274)
- Case Study 5 The re-launched Napster changes the music marketing mix (Page 277)
- Summary (Page 280)
- Exercises (Page 281)
- Relationship marketingusing the Internet (Page 285)
- Introduction (Page 286)
- Key concepts of relationship marketing (Page 287)
- Key concepts of electronic customer relationship management(e-CRM) (Page 291)
- Customer lifecycle management (Page 296)
- Approaches to implementing e-CRM (Page 301)
- Case Study 6 Boots mine diamonds in their customer data (Page 320)
- Summary (Page 322)
- Exercises (Page 323)
- Internet Marketing: Implementation and Practice (Page 328)
- Delivering the online customer experience (Page 330)
- Introduction (Page 331)
- Planning web site design and build (Page 333)
- Initiation of the web site project (Page 338)
- Researching site users’ requirements (Page 341)
- Designing the user experience (Page 351)
- Development and testing of content (Page 363)
- Promote site (Page 364)
- Service quality (Page 364)
- Case Study 7 Refining the online customer experience at dabs.com (Page 370)
- Summary (Page 372)
- Exercises (Page 373)
- Interactive marketing communications (Page 377)
- Introduction (Page 378)
- The characteristics of interactive marketing communications (Page 379)
- Integrated Internet marketing communications (Page 386)
- Objectives and measurement for interactive marketingcommunications (Page 392)
- Offline promotion techniques (Page 399)
- Online promotion techniques (Page 402)
- 1 Search engine marketing (Page 402)
- 2 Online PR (Page 413)
- 3 Online partnerships (Page 417)
- 4 Interactive advertising (Page 420)
- 5 E-mail marketing (Page 426)
- 6 Viral marketing (Page 429)
- On-site promotional techniques (Page 431)
- Selecting the optimal communications mix (Page 432)
- Case Study 8 Making FMCG brands sizzle online (Page 436)
- Summary (Page 438)
- Exercises (Page 439)
- Maintaining and monitoring the online presence (Page 444)
- Introduction (Page 445)
- Performance management for Internet marketing (Page 446)
- The maintenance process (Page 462)
- Responsibilities in web site maintenance (Page 464)
- Case Study 9 Learning from om Amazon’s culture of metrics (Page 470)
- Summary (Page 475)
- Exercises (Page 476)
- Business-to-consumer Internet marketing (Page 480)
- Introduction (Page 481)
- Online customers (Page 482)
- E-retailing (Page 491)
- E-retail activities (Page 496)
- Implications for e-retail marketing strategy (Page 501)
- Case Study 10 lastminute.com: establishing and maintaining a competitive position (Page 507)
- Summary (Page 509)
- Exercises (Page 510)
- Business-to-business Internet marketing (Page 513)
- Introduction (Page 514)
- B2B e-context (Page 515)
- Commercial exchanges in B2B markets (Page 522)
- Trading relationships in B2B markets (Page 530)
- Digital marketing strategies (Page 533)
- Case Study 11 Growth, volume and dispersion of electronic markets (Page 535)
- Summary (Page 539)
- Exercises (Page 540)
- Glossary (Page 543)
- Index (Page 563)