Internet marketing strategy, implementation and practice

Cover

Internet Marketing

Brief contents

Contents

Preface

Guided tour

About the authors

Acknowledgements

Internet Marketing Fundamentals

An introduction toInternet marketing
- Introduction – how significant is the Internet for marketing?
- What is Internet marketing?
- What benefits does the Internet provide for the marketer?
- A strategic approach to Internet marketing
- How do Internet marketing communications differ from traditionalmarketing communications?
- A short introduction to Internet technology
- Case Study 1 eBay thrives in the global marketplace
- Summary
- Exercises
The Internet micro-environment
- Introduction
- Marketplace
- Customers
- Online buyer behaviour
- Competitors
- Suppliers
- Intermediaries
- Case Study 2 Zopa launches a new lending model
- Summary
- Exercises
The Internetmacro-environment
- Introduction
- Social factors
- Legal and ethical issues of Internet usage
- Technological factors
- Economic factors
- Political factors
- Case Study 3 Boo hoo – learning from the largest European dot-com om failure
- Summary
- Exercises

Internet Strategy Development

Internet marketing strategy
- Introduction
- An integrated Internet marketing strategy
- A generic strategic approach
- Situation review
- Strategic goal setting
- Strategy formulation
- Strategy implementation
- Case Study 4 Tesco.com uses the Internet to support its diversification strategy
- Summary
- Exercises
The Internet and the marketing mix
- Introduction
- Product
- Price
- Place
- Promotion
- People, process and physical evidence
- Case Study 5 The re-launched Napster changes the music marketing mix
- Summary
- Exercises
Relationship marketingusing the Internet
- Introduction
- Key concepts of relationship marketing
- Key concepts of electronic customer relationship management(e-CRM)
- Customer lifecycle management
- Approaches to implementing e-CRM
- Case Study 6 Boots mine diamonds in their customer data
- Summary
- Exercises

Internet Marketing: Implementation and Practice

Delivering the online customer experience
- Introduction
- Planning web site design and build
- Initiation of the web site project
- Researching site users’ requirements
- Designing the user experience
- Development and testing of content
- Promote site
- Service quality
- Case Study 7 Refining the online customer experience at dabs.com
- Summary
- Exercises
Interactive marketing communications
- Introduction
- The characteristics of interactive marketing communications
- Integrated Internet marketing communications
- Objectives and measurement for interactive marketingcommunications
- Offline promotion techniques
- Online promotion techniques
  - 1 Search engine marketing
  - 2 Online PR
  - 3 Online partnerships
  - 4 Interactive advertising
  - 5 E-mail marketing
  - 6 Viral marketing
- On-site promotional techniques
- Selecting the optimal communications mix
- Case Study 8 Making FMCG brands sizzle online
- Summary
- Exercises
Maintaining and monitoring the online presence
- Introduction
- Performance management for Internet marketing
- The maintenance process
- Responsibilities in web site maintenance
- Case Study 9 Learning from om Amazon’s culture of metrics
- Summary
- Exercises
Business-to-consumer Internet marketing
- Introduction
- Online customers
- E-retailing
- E-retail activities
- Implications for e-retail marketing strategy
- Case Study 10 lastminute.com: establishing and maintaining a competitive position
- Summary
- Exercises
Business-to-business Internet marketing
- Introduction
- B2B e-context
- Commercial exchanges in B2B markets
- Trading relationships in B2B markets
- Digital marketing strategies
- Case Study 11 Growth, volume and dispersion of electronic markets
- Summary
- Exercises

Glossary

Index