Internet Marketing,9780273643098

Internet Marketing

by ; ; ;
ISBN13: 9780273643098
ISBN10: 0273643096
Format: Paperback
Pub. Date: 2000-08-01
Publisher(s): Ft Pr
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Summary

A comprehensive guide to the strategy, implementation and practice of Internet Marketing.

Table of Contents

Preface xi
Acknowledgements xviii
About the Authors xix
Part 1 INTERNET MARKETING FUNDAMENTALS
An introduction to Internet marketing
3(29)
Learning objectives
3(1)
Links to other chapters
3(1)
Introduction
3(1)
The Internet and the marketing concept
4(3)
What business benefits can the Internet provide?
7(4)
The Internet - a new marketing medium
11(6)
How do Internet marketing communications differ from traditional marketing communications?
17(2)
Internet marketing strategy
19(7)
Summary
26(1)
Exercises and questions
27(2)
References
29(1)
Further reading
30(1)
Web site references
31(1)
Key Internet marketing concepts
32(26)
Learning objectives
32(1)
Links to other chapters
32(1)
Introduction
32(1)
The Internet as a new communications medium
33(7)
How does the Internet relate to the marketing mix?
40(2)
How can the Internet support marketing communications?
42(6)
Key elements of effective web site design
48(4)
How does Internet marketing differ from conventional marketing?
52(2)
Summary
54(1)
Exercises and questions
54(1)
References
55(1)
Further reading
56(2)
How does the Internet work?
58(28)
Learning objectives
58(1)
Links to other chapters
58(1)
Introduction
58(1)
What is the Internet?
59(1)
Internet tools to access information
60(7)
What is the World Wide Web?
67(9)
Intranets and extranets
76(1)
Connecting to the Internet as a user
77(3)
Hosting a web site
80(2)
Summary
82(1)
Exercises and questions
82(2)
References
84(1)
Further reading
84(1)
Web site references
85(1)
Finding information on the Internet
86(33)
Learning objectives
86(1)
Links to other chapters
86(1)
Introduction
86(1)
Alternative methods for finding information
87(16)
Practical tips for managing information
103(2)
Marketing research strategies
105(6)
The implications for marketers of the ways in which people find information
111(1)
Summary
111(1)
Exercises and questions
112(2)
References
114(1)
Further reading
114(1)
Web site references
115(4)
Part 2 INTERNET STRATEGY DEVELOPMENT
Internet marketing strategy
119(32)
Learning objectives
119(1)
Links to other chapters
119(1)
Introduction
119(1)
Integrating the Internet marketing strategy with business and marketing strategy
120(2)
Levels of web site development
122(1)
A generic strategic approach
123(1)
Strategic goal setting
124(7)
Situation review
131(6)
Strategy formulation
137(10)
Planning, scheduling, resource allocation and monitoring
147(1)
Summary
147(1)
Exercises and questions
148(1)
References
149(1)
Further reading
150(1)
Web site references
150(1)
The Internet marketing plan
151(27)
Learning objectives
151(1)
Links to other chapters
151(1)
Introduction
151(1)
Who are the potential audience?
152(3)
Integrating `the nets'
155(3)
Defining the scope of Internet marketing communications
158(1)
How do we `migrate' our brands on to the Internet?
159(1)
Strategic partnerships and outsourcing
160(5)
Organisational structure
165(1)
Setting the budget
166(4)
The schedule
170(3)
Summary
173(1)
Exercises and questions
174(1)
References
175(1)
Further reading
176(1)
Web site references
177(1)
Marketing channels, market structure and the Internet
178(27)
Learning objectives
178(1)
Links to other chapters
178(1)
Introduction
178(1)
The implications of the Internet for market structures
179(7)
The changing nature of customer-supplier relationships
186(1)
Managing channel conflicts
187(1)
Marketplace models
188(5)
The Internet and value chain activities
193(3)
Intranets
196(3)
Summary
199(1)
Exercises and questions
200(1)
References
201(1)
Further reading
202(3)
Part 3 INTERNET MARKETING: IMPLEMENTATION AND PRACTICE
Creating and building the web site
205(42)
Learning objectives
205(1)
Links to other chapters
205(1)
Introduction
205(1)
Planning web site development
206(2)
Initiation of the web site project
208(8)
Analysis for web site development
216(4)
Designing web site content
220(16)
Development of graphic and text content
236(5)
Promote site
241(1)
Success factors in developing web sites
241(1)
Summary
242(1)
Exercises and questions
243(1)
References
244(1)
Further reading
245(1)
Web site references
245(2)
Web site promotion
247(43)
Learning objectives
247(1)
Links to other chapters
247(1)
Introduction
247(1)
The importance of promotion
248(1)
Online promotion techniques
249(1)
Online advertising
249(17)
Other online promotion methods
266(14)
Offline promotion techniques - put the URL everywhere
280(2)
Integrating online and offline techniques
282(3)
Measuring effectiveness
285(1)
Summary
285(1)
Exercises and questions
286(1)
References
287(1)
Further reading
288(1)
Web site references
289(1)
Relationship marketing using the Internet
290(34)
Learning objectives
290(1)
Links to other chapters
290(1)
Introduction
290(1)
Relationship marketing
290(7)
One-to-one on the Internet
297(1)
Achieving one-to-one marketing online
298(6)
Technologies for implementing one-to-one
304(12)
Integrating the Internet with other forms of direct marketing
316(2)
Summary
318(1)
Exercises and questions
319(1)
References
320(2)
Further reading
322(1)
Web site references
322(2)
Electronic commerce transactions
324(43)
Learning objectives
324(1)
Links to other chapters
324(1)
Introduction
324(1)
What is e-commerce?
325(2)
How important is e-commerce?
327(1)
A history of e-commerce
328(7)
Implementing transactions over the Internet
335(6)
Managing security risks
341(8)
Tools for implementing e-commerce
349(4)
Consumer and business markets for e-commerce
353(3)
The commercial environment for e-commerce
356(6)
Summary
362(1)
Exercises and questions
363(1)
References
364(1)
Further reading
365(1)
Web site references
365(2)
Maintaining the web site and measuring Internet marketing effectiveness
367(33)
Learning objectives
367(1)
Links to other chapters
367(1)
Introduction
367(1)
The maintenance process
368(2)
Responsibilities in web site maintenance
370(4)
Measuring Internet marketing effectiveness
374(20)
Summary
394(2)
Exercises and questions
396(2)
References
398(1)
Further reading
398(1)
Web site references
399(1)
Business-to-consumer Internet marketing - The retail example
400(25)
Learning objectives
400(1)
Links to other chapters
400(1)
Introduction
401(1)
The pioneer days of Internet retail
401(2)
The Internet retail market (IRM)
403(9)
Internet retail marketing
412(5)
The future of the Internet retail market
417(4)
Summary
421(1)
Exercises and questions
422(1)
References
422(2)
Further reading
424(1)
Business-to-business Internet marketing
425(23)
Learning objectives
425(1)
Links to other chapters
425(1)
Introduction
425(1)
Differences between business-to-business and business-to-consumer markets
426(4)
The nature of the business-to-business market
430(5)
International business-to-business marketing
435(1)
Business-to-business case studies of best practice
436(8)
Summary
444(1)
Exercises and questions
444(2)
References
446(1)
Further reading
446(2)
The future of Internet marketing
448(30)
Learning objectives
448(1)
Links to other chapters
448(1)
Introduction
448(1)
Factors governing future adoption of the Internet
449(3)
Future trends
452(11)
Selecting the right trends to follow
463(2)
Ethical issues of Internet marketing
465(5)
How significant will the Internet be?
470(2)
What is Internet marketing?
472(2)
Summary
474(1)
Exercises and questions
475(1)
References
476(1)
Further reading
477(1)
Web site references
477(1)
Glossary 478(19)
Subject index 497(9)
Name index 506

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