Internet Marketing: Strategy, Implementation and Practice

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
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
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
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
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