MARKETING ON THE INTERNET: PRINCIPLES OF ONLINE MARKETING

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Ouvrage 0-13-010585-6 : MARKETING ON THE INTERNET: PRINCIPLES OF ONLINE MARKETING
Discusses the tools and techniques being used today to harness the vast marketing potential of the Internet. The text presents the Internet as a strategic marketing tool
Judy Strauss is Assistant Professor of Marketing at the University of Nevada, Reno. She has published academic papers in Internet marketing, advertising, and marketing education. She has had many years of professional experience in marketing, serving as entrepreneur as well as marketing director of two firms. She currently teaches business on the Web, marketing communications, and principles of marketing courses. Strauss earned a doctorate in marketing at Southern Illinois University, and a finance MBA and marketing BBA at University of North Texas.
Raymond Frost is Professor of Management Information Systems at Ohio University. He has published scholarly papers in the information systems field and is an associate editor of The Journal of Database Management. Frost has ten years of experience managing computer resources. He currently teaches marketing in cyberspace, database, and telecommunications courses. Frost earned a doctorate in business administration and an MS in computer science at the University of Miami, and received his BA in philosophy at Swarthmore College.
Table of Contents Preface
Introduction to the Internet The Yahoo! Story
A Variety of Perspectives What Is the Internet? The Internet as Technology The Internet as Social Space The Internet as Marketing Tool What Is the Web? (A Business Perspective) Information Publishing Transaction-Based Systems Mass Customization (Personalization) Hierarchy of Effects Explanation Internet Business Models The Web as an Important Part of the Economy Internet Stocks Are Up New Media Revenues Reduced Inflation Efficiency and Effectiveness Jobs
Organization of This Book Marketing Plan Tasks Marketing Process Applied to This Book Summary
Key Concepts and Terms Exercises
Practitoner Perspective Convergence: What It Is and What It Means Manish Bhatia
Nielsen Media Research Leveraging Technology Bandwidth and Market Opportunities Ethics and Law: Codes of Conduct Savvy Sites
Internet User Characteristics and Behavior The GVU Story
Internet Growth Rate Diffusion of Innovation and Adopter Categories
Product Adoption and the Product Life Cycle
Size of the Internet Defining ``User'' Measuring the Internet's Size Market Segmentation Market Segmentation Bases and Variables Segmentation Coverage Strategies Internet User Characteristics and Behavior Consumer Navigation Behavior Attention
Privacy
User Controlof Message Summary
Key Concepts and Terms Exercises
Leveraging Technology: Content Filtering Ethics and Law: Copyright,Patent, and Trademark Law
Savvy Sites Online Research The RelevantKnowledge Story Marketing Information via the Internet Secondary Data via the Internet Scanning the Macroenvironment Scanning the Microenvironment Primary Data through Online Research Primary Research Steps Online Experiments Online Focus Groups Online Observations Online Survey Research Summary
Key Concepts and Terms Exercises Practitioner Perspective Building a Panel to Project the Behavior of the Web-Using Universe: The ``Magic of Random Probability Sampling'' Ted Hawthorne
Leveraging Technology: Site Rating Services Ethics and Law: Jurisdiction Savvy Sites
The Datek Story
Product
New-Product Opportunities New Technologies Spawn New Products New-Product Opportunities on the Internet New-Product Strategies for Internet Marketing
Product Mix Strategies Branding Strategies Online Positioning Strategies Products That Use the Internet as a Distribution Channel Pricing
Factors Putting Downward Pressure on Internet Prices
Costs Putting Upward Pressure on Internet Prices Online Pricing Strategies Penetration Pricing Price Leadership
Promotional Pricing Summary
Key Concepts and Terms Exercises Practitioner Perspective Why Don't These Numbers Match? Bob Ivins
Leveraging Technology: Shopping Agents Ethics and Law: Hyperlinks, Meta-Tags, and Framing Savvy Sites
The Net as Distribution Channel The RealNetworks Story Introduction
Distribution Channel Functions Online Market Research
Marketing Communications Contact with Buyers Matching Product to Buyer's Needs Physical Distribution Financing
Negotiating Price Aggregating Product Length of Distribution Channels Power Relationships among Channel Players Online Retailing: ``Click Till You Drop'' Online Benefits
Online Obstacles
Summary
Key Concepts and Terms Exerises Practitioner Perspective Eletronic Commerce Peter Clemente
Leveraging Technology: Transaction Security Ethics and Law: Expression on the Internet Savy Sites
Marketing Communications on the Net The PrivNet Story Introduction
Integrated Marketing Communication (IMC) Internet Advertising Public Relations Activities on the Net Sales Promotions onthe Internet Personal Selling on an Impersonal Medium The Net as a Medium Electronic Media
Print Media
Diret Mail
Audience Measurement Which Media to Buy? Summary
Key Concepts and Terms Exercises
Practitioner Perspective Exploding the Web CPM Myth Rick Boyce Leveraging Technology: Proxy Servers and Cache
Ethics and Law: Spam Savvy Sites
Relationship Marketing Through Online Strategies The Amazon Story
Building Customer Relationships, 1:1 Relationship Marketing Defined Stakeholders
Relationship Levels Brand Loyalty Decline Too Many Products Too Many Sales Promotions Market Environment Changes Relationship Marketing Benefits Increased Profits Benefits to the Customer Internet Strategies Facilitating Relationship Marketing Intranet
Extranet
Web Site Strategies Outgoing E-mail
Guarding Consumer Privacy Summary
Key Concepts and Terms Exercises
Practitioner Perspective The Dual-Value Proposition Kathryn Creech
Leveraging Technology Cookies and Collaborative Filtering Ethics and Law: Privacy Savvy Sites
The Internet Marketing Plan The Adjacency Story Introduction
Creating an Internet Marketing Plan Situation Analysis Review the Existing Marketing Plan Conduct an Environmental Scan Develop a Market Opportunity Analysis Identify Target Stakeholders Set Objectives
Design Marketing-Mix Strategies toMeet the Objectives
Stakeholder Communication Selling Products and Services over the Internet
Gaining Internal Efficiencies Action Plan
Project Scope
Site Development
Site Maintenance
Budgeting
Revenue Streams
Product and Service Sales Advertising Space Sales Agent Fees
Cost Savings
Intangible Benefits Cost/Benefit Analysis Evaluation Plan
Summary
Key Concepts and Terms Exercises
Practitioner Perspective The Web Development Process Matt Straznitskas Leveraging Technology: Building a Web Site Ethics and Law: Privacy in Digital Contexts Savvy Sites

Auteur : STRAUSS
Editeur : PRENTICE HALL
Nombre de pages : 450
Date de publication : 05 1999

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