Name: Internet Marketing By Dave Chaffey
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Internet Marketing Summary

Internet Marketing: Strategy, Implementation and Practice by Dave Chaffey

"Internet Marketing" will be invaluable for students studying e-marketing, e-commerce or Internet marketing at second, third or postgraduate level, as well as specialist courses involving Internet marketing. It should also prove invaluable for practitioners wishing to update their e-marketing skills. "Internet Marketing" is a comprehensive guide to how organisations can use the Internet to support their marketing activities and covers all aspects of Internet marketing - environment analysis, strategy development and implementation. Building on the successful and widely regarded first edition, this second edition of "Internet Marketing" has a completely revised structure and streamlined content, increasing the marketing orientation of the text by decreasing technical background about the Internet.

CHAPTER 1 Introduction to Internet marketing The Internet and the marketing concept 6 Avoiding Internet marketing myopia 8 Internet marketing defined 10 E-marketing defined 10 E-marketing 11 E-commerce and e-business defined 15 E-business defined 17 Business or consumer model 19 What benefits does the Internet provide for the marketer? 21 A short introduction to Internet technology 28 How does the Internet work? 30 Web page standards 33 Text information and data -- XML (Extensible markup language) 34 Internet access software applications 39 From the Internet to intranets and extranets 40 How do Internet marketing communications differ from traditional marketing communications? 42 Conversion marketing 51 CHAPTER 2 The Internet micro-environment Marketplace 51 Competitive forces 51 Examples of changes to the five forces 46 Commoditisation 47 From value chain to value network 54 Value chain 55 Restructuring the internal value chain 56 Value Networks 58 New channel structures 60 Countermediation 63 Location of trading in marketplace 63 Commercial arrangement for transactions 65 Business models in e-commerce 67 Revenue models 70 Organisational characteristics and capabilities 72 Customers 73 Assessing demand for e-commerce services 74 (1) Internet access 74 (2) Consumers influenced by using the online channel 80 (3) Purchased online 83 Online demand for business services 85 Suppliers 88 Competitors 88 Intermediaries 92 Types of portals 98 Exercises and questions 101 FURTHER READING 103 WEB LINKS 104 CHAPTER 3 The Internet macro-environment Social and ethical factors 49 Social exclusion 49 Ethical issues of Internet usage 51 Privacy and trust 52 Technological factors 67 Alternative digital technologies 72 Mobile or wireless access devices 72 Interactive Digital Television 79 Security 88 Principles of secure systems 89 Approaches to developing secure systems 89 Symmetric encryption 90 Asymmetric encryption 91 Virtual Private Network 93 Current approaches to E-commerce security 93 Hackers and viruses 96 Alternative payment systems 98 Payment systems 98 Reassuring the customer 102 Economic factors 102 Globalisation 104 Political and Legal factors 109 Internet governance 111 Taxation 113 Tax jurisdiction 114 Freedom restrictive legislation 115 Summary 116 FURTHER READING 120 Web site links 121 CHAPTER 4 Internet marketing strategy An integrated Internet marketing strategy 170 Is a separate Internet marketing strategy needed? 171 A generic strategic approach 173 Situation review 177 Internal audit or analysis 179 Stage models of the online presence 180 External audits or analysis 185 Demand analysis 186 Competitor analysis 189 Intermediary analysis 190 Assessing opportunities and threats 190 Goal setting 191 The online revenue contribution 198 Strategy formulation 203 Decision 1 Target marketing strategy 204 Decision 2 Differentiation and positioning 207 The online value proposition 211 Michael Porter's views on differentiation 213 Decision 3 Resourcing -- Internet marketing prioritisation 215 Assessing different Internet projects 219 Decision 4 Customer relationship management priorities and financial control 221 Decision 5 Market and product development strategies 225 Decision 6 Business and revenue models 229 Decision 7 Organisational structures 231 Internal structures 232 Links with other organisations 235 Decision 8 Channel structure modifications 236 Technological integration 237 CHAPTER 5 The Internet marketing mix Introduction 168 Product 170 The Internet and branding 178 Brand identity 182 Options for changing brand identity online 183 Price 186 1. Increased price transparency. 187 2. Downward pressure on price. 189 3. New pricing approaches (including auctions) 193 4. Alternative pricing structure or policies. 196 Place 199 1. Place of purchase. 200 Localisation 202 2. New channel structures 203 3. Channel conflicts 204 4. Virtual organisations. 207 Promotion 209 People, process and physical evidence 212 CHAPTER 6 Relationship marketing using the Internet Relationship marketing 411 Benefits of relationship marketing 414 Benefits of online relationship marketing 417 Key concepts of online customer relationship management (CRM) 419 Marketing applications of CRM 420 CRM technologies and data 420 The customer lifecycle 425 Permission marketing 439 Personalisation and mass customisation 441 Online service quality 443 Approaches to implementing e-CRM 444 Stage 1: Attract new and existing customers to site 444 Stage 2a Incentivise visitors to action 445 Stage 2b Capture customer information to maintain relationship 447 Stage 3 Maintain dialogue using online communication 449 4 Maintain dialogue using offline communication 450 The IDIC approach to relationship building 450 Techniques and technologies for implementing e-CRM 451 Databases 452 Analysing the customer base 453 Web page personalisation 456 E-mail 457 Virtual communities 458 Integrating the Internet with other forms of direct marketing 464 Telemarketing and the Internet 465 Outbound telemarketing 465 Inbound telemarketing 466 Call centres 467 CHAPTER 7 Delivering online service quality Service quality 289 Tangibles 291 Reliability 292 Responsiveness 292 Assurance 294 Empathy 295 The relationship between service quality, customer satisfaction and loyalty 297 Planning web site development 300 Web site prototyping 301 Initiation of the web site project 304 Domain name registration 305 Selecting an internet service provider (ISP) 306 The performance of the web site 306 The availability of the web site 308 Who is involved in a web site project? 308 Researching site users' requirements 311 Methods of finding customer needs 312 Customer orientation 315 Localisation 319 Reviewing competitors' web sites 320 Designing the information architecture 324 Online buyer behaviour 328 Models of online buyer behaviour 329 Hierarchy of response models 332 Designing the user experience 340 Developing customer-oriented content 342 Evaluating designs 343 Marketing-led site design 343 Elements of site design 348 Site design and structure 348 Site style 349 Site personality 349 Graphic design 349 Site organisation 350 Site navigation schemes 352 Menu options 356 Page design 358 Content design 358 Completion of online forms -- best practice 361 Development and testing of content 363 Testing content 364 Tools for web site development and testing 365 Basic text editors 365 Specialised HTML and graphics editors 365 Promote site 366 CHAPTER 8 Interactive marketing communications The characteristics of interactive marketing communications 350 Differences in advertising between traditional and new media 358 Integrated Internet marketing communications 363 Integration through time 365 Callback services 367 Conversion marketing objectives 370 Timescales for objective setting 371 Costs 371 Offline promotion techniques 374 Incidental and specific advertising of the online presence 375 Public relations 378 Direct marketing 379 Other physical reminders 380 Word of mouth 380 Online promotion techniques 381 Online promotion technique -- banner advertising 382 Measurement of banner ad effectiveness Buying advertising 390 Locations for placing banner advertising 393 How effective are banner ads? 399 Online promotion method -- affiliate networks 402 Online promotion technique -- Search engine registration and optimisation 406 How do search engines work? 407 Paid for search engine positioning 414 Online promotion technique - link building 417 Online promotion technique -- e-mail marketing 420 E-mail for customer acquisition 423 E-mail for customer retention and extension 426 E-mail creative 428 Managing inbound e-mail communications 429 Online promotion technique -- viral marketing 432 Loyalty techniques and online incentive schemes 435 On-site promotional techniques 435 Purchase follow-up activities 437 Selecting the optimal communications mix 437 Acquisition costs 443 Measuring effectiveness 444 Relative effectiveness of referrrers 445 CHAPTER 9 Maintaining and monitoring the online presence The maintenance process How often should material be updated? 520 Responsibilities in web site maintenance 522 Who owns the process? 522 Who owns the content? 526 Who owns the format? 527 Who owns the technology? 530 Content management 530 Measuring Internet marketing effectiveness 532 Stage 1. Creating a performance measurement system 533 Stage 2 Defining the performance metrics framework 536 An Internet marketing measurement framework 538 Stage 3 Introducing techniques to collect metrics and summarise results 539 Collecting site visitor activity data 540 Site visitor activity data 540 Collecting site outcome data 545 Collecting market research data 549 Types of data collected 552 Channel promotion 553 Channel behaviour 553 Channel satisfaction 554 Marketing research 555 Channel outcomes 558 Channel profitability 559 CHAPTER 10 Business-to-Consumer Internet marketing Introduction 2 Business-to-consumer context 3 Internet Retailing History 3 Internet Geography 7 Internet Consumer Markets 9 Internet Buyers 10 Business-to-consumer Retail Formats 11Online Retail Activities 16 Information functions 16 Interactive functions 17 What's in the e-Store? 18 Implications for Internet Retail Marketing Strategy 20 Summary 21 Exercises and Questions 22 References 23 Web References 24 Further Reading 25 CHAPTER 11 Business-to-Business Internet Marketing Introduction 3 Business-to-business context 4 Key Themes and Concepts 5 Interorganisational exchanges 5 Traditional and Reverse Market Exchanges 5 The Traditional Buying Process 6 Digitally Enhanced Buying 9 e-buy business models 10 The Traditional Selling Process 12 E-sales 13 Organisational Markets 16 Industrial Markets 16 Reseller Markets 17 Country 18 Government Markets 18 E-markets 20 e-Marketing Strategies 21 Summary 22 Exercises and Questions 23 References 24 Further Reading 25 Web Site References 25

Additional information

Sku

GOR001879028

ISBN 13

9780273658832

ISBN 10

0273658832

Title

Internet Marketing: Strategy, Implementation and Practice by Dave Chaffey

Author

Dave Chaffey

Condition

Used - Good

Binding type

Paperback

Publisher

Pearson Education Limited

Year published

2002-11-01

Number of pages

512

Prizes

N/A

Cover note

Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

Note

This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in good condition, but if you are not entirely satisfied please get in touch with us

Internet Marketing Dave Chaffey

Internet Marketing by Dave Chaffey

Summary

Internet Marketing Summary

Internet Marketing: Strategy, Implementation and Practice by Dave Chaffey

Table of Contents

Additional information

Customer Reviews - Internet Marketing