Internet marketing : integrating online and offline strategies

Includes index

PART I. CREATING STAKEHOLDER VALUE ON THE INTERNET --
Marketing on the Internet: New Medium, New Channel, New Creation? --
The Development of the Internet as a Commercial Medium --
Information-Driven Strategy at the Sabre System --
Key Characteristics of Today's Internet --
The Internet Marketing Paradigm --
The Internet Infrastructure Stack --
Strategic Drivers of the Internet Economy --
The Internet Value Chain --
How The Internet Creates Value --
Value Chain Concepts --
Supply Chain --
Value Chain --
Virtual Value Chain --
Developing Strategies That Exploit the Internet Value Chain --
Dell, PepsiCo, FedEx, Cisco --
EDI, ERP and Web Services --
The Benefits of an Integrated Value Chain --
Business Models and Strategies¿The B2C Space --
The Economics of Internet Marketing --
Creating Customer Value --
Consumer-Focused Business Models --
Aggregator --
Bricks "N" Clicks. Content Provider --
Peer-To-Peer --
Portal --
Business Models and Strategies¿The B2B Space --
Applications in Both Horizontal and Vertical Markets --
Enterprise-Focused Business Models --
Marketplace --
Public, Consortia, Auction-Based --
Application Services Provider/Managed Services Provider --
Infomediary --
Emerging Models including M2M and P2P --
The Direct-Response and Database Foundations Of Internet Marketing --
The 4 Is of Internet Marketing --
Basic Direct-Response Strategies --
Critical Elements --
Interactive Offers That Incite To Action --
Customer Lifetime Value --
Testing --
The Database Imperative --
Data Mining --
Event-Driven Marketing --
Interactive Marketing Hierarchy. PART II. CUSTOMER-FOCUSED STRATEGIES --
Understanding the Internet Consumer --
Model of Internet Consumer Behavior --
Internet Consumer Segments --
The Digital Divide --
Online Data Collection and Capture --
Conventional Marketing Research --
Transactional Data Capture --
Third-Party Data --
Monitoring Consumer Interaction on the Internet --
Conducting Product Development Research on the Internet --
Awareness, Customer Acquisition, and Branding --
Methods of Creating Awareness and Acquiring Customers --
Use of Traditional Media by Internet Firms --
Using the Internet to Acquire Customers --
Search Engines --
Internet Advertising --
E-Mail --
Streaming Media --
The Role of Offline Advertising --
Building Strong Internet Brands --
Online Brand Building by Bricks and Mortar and Pure-Play Firms --
Online Branding Tools --
Customer Relationship Development and Management --
The Importance of Customer Loyalty --
Transactional versus Relational Marketing --
CRM Applications --
Land's End, Yellow Freight, Smarter Kids --
Targeting, Personalization and Customization --
Loyalty Programs --
The CRM Vision --
Seamless Customer Experience --
Developing and Managing Effective Web Sites. The Web Site Development Process --
Characteristics of Effective Web Sites --
Customer Satisfaction on the Web --
Single Measures, Multi-Dimensional Measures --
The Importance of Customer Experience --
Stages of Customer Experience --
Applications --
REI, Disney --
Redesign and Relaunch of a Successful Site¿WSJ Online --
Measuring and Evaluating Web Marketing Programs --
Usability Testing --
Web Metrics --
Hit Counters --
Metrics Utilizing Server Log Files --
Metrics Utilizing Coded Web Pages --
Variables Used to Measure Effectiveness --
Traffic and Audience Metrics --
Online Advertising Metrics --
The Importance of Good Metrics --
Customer Service and Support in Web Space --
The Importance of Customer Service on the Internet --
The Evolution of Customer Service Strategies --
Applications --
Dow Chemicals, Eddie Bauer, British Airways --
The Pillars of Strategic Customer Care --
The Dark Side of Differentiated Customer Service --
"Tier Zero" Customer Service --
Emerging Customer Service Technologies. PART III. MANAGING FOR INTERNET MARKETING EFFECTIVENESS --
Social and Regulatory Issues I: Consumer Data Privacy --
Trust on the Internet --
The Nature of Consumer Concerns --
Applications --
AOL, RealJukebox, DoubleClick, Comcast --
Privacy Concerns of U.S. Consumers --
Special Issues¿Children, Financial Services, Health Care --
Response of U.S. Businesses --
Fair Information Practices Principles, Privacy Seals and Programs --
Privacy as a Global Issue --
Privacy Concerns of Consumers in Various Countries --
Regulatory Actions in the European Union and Other Countries --
Social and Regulatory Issues II: Security, Authentication and Intellectual Property --
The Importance of Internet Security --
The Nature of the Enterprise Security Problem --
Fraud, Identity Theft --
Authentication --
Physical, Electronic, Biometric --
Intellectual Property --
The Difficulty of Protecting Intellectual Property on the Internet. Napster and Its Successors --
Leveraging the Marketing Knowledge Asset --
The Knowledge Continuum --
Applications --
Ernst & Young, Capital One --
Leveraging Knowledge at a Hypothetical Bank --
Automated Systems, Business Processes, Workflows --
Elements of Customer Contact Protocols --
Constructing Customer Profiles --
Customer-Facing and Back-End Processes --
Incorporating Explicit Knowledge --
The Challenge of Tacit Knowledge --
Application¿Automated Email Programs --
Going Forward --
Adoption and Diffusion of Internet Innovations --
The Era of Pervasive Computing --
The Wireless Internet and Mobile Commerce --
Wireless Internet Segments --
Mobile Workers, Field Service Technicians, Consumers --
Strategic Drivers of Wireless Technology --
Digital Convergence.

Builds upon the fact that the future of the Internet lies in the activities of organizations large and small - in all market spaces - that use the Internet to improve service to customers and increase organizational productivity. This book visualizes the Internet as a significant channel for communications and transactions.