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Internet marketing : integrating online and offline strategies

By: Material type: TextTextPublication details: Boston, Mass. : McGraw-Hill/Irwin, ©2003.Description: xix, 471 pages : illustrations (some color)ISBN:
  • 9780072827033
  • 0072827033
  • 9780071124171
  • 0071124179
Subject(s): DDC classification:
  • 658.84 ROB
Contents:
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.
Summary: 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.
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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.

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