Principles of Internet marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cincinnati, Ohio
South-Western College Publ.
2000
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIX, 467 S. Ill., graph. Darst., Kt. |
| ISBN: | 0538875739 0324043872 |
Internformat
MARC
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| 245 | 1 | 0 | |a Principles of Internet marketing |c Ward Hanson |
| 264 | 1 | |a Cincinnati, Ohio |b South-Western College Publ. |c 2000 | |
| 300 | |a XIX, 467 S. |b Ill., graph. Darst., Kt. | ||
| 336 | |b txt |2 rdacontent | ||
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| 650 | 7 | |a E-commerce |2 gtt | |
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| 650 | 7 | |a Marketing sur Internet |2 ram | |
| 650 | 7 | |a Marketing |2 gtt | |
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Datensatz im Suchindex
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|---|---|
| adam_text | HE] BRIEF CONTENTS
PART 1: A FRAMEWORK FOB INTERNET MARKETING I
CHAPTER 1: Introduction 2
CHAPTER 2: The Digital World 30
CHAPTER 3: Networks 60
CHAPTER 4: Individuals Online 02
CHAPTER 5: Web Bluslness Models 124
PART 2: ONLINE MARKETING THEMES 151
CHAPTER 6: Customer Support and Online Quality 152
CHAPTER 7: Personalization 184
CHAPTER 8: New Product Development and the Net 222
CHAPTER 0: Traffic and Brand Building 252
CHAPTER 10: Online Community 200
CHAPTER 11: Pricing and the Online World 328
CHAPTER 12: E Commerce 356
PART 3: IMPLEMENTATION AND ORGANIZATION 397
CHAPTER 13: Internet Marketing Plans 300
CHAPTER 14: Organizing for the Net 402
Glossary 441
Index 455
m~~ CONTENTS
PART 1: A FRAMEWORK FOB INTERNET MARKETING 1
CHAPTER 1: Introduction 2
The Original WWW 2
Commercial Beginnings of the Web 4
The Noncommercial Net: 1969 1994 4
The Web Takes Off 6
The Virtuous Web Cycle 6
A .Com World 8
Dramatic Growth 8
Innovative Applications 10
Consumer to Consumer Commerce 14
Customers as Partners 17
20th Century Marketing and Technology 17
An Internet Marketing Methodology 21
Our Approach 24
Book Material 24
Endnotes 26
CHAPTER 2: The Digital World 30
Better, Faster, Cheaper 30
Being Digital 32
Digital Technology 32
Digital Benefits for Marketing 33
Moore s Law and Digital Costs 33
What Is Moore s Law? 33
The Power of Exponential Changes 35
Using Moore s Law 36
Will Moore s Law Continue? 38
Digital Environments 39
The Folly of Business as Usual 39
Murray s Digital Storytelling Framework 39
Digital Convergence 46
m
CONTENTS tP
Interactive Multimedia 46
How Digitizing Works 50
Digitizing Marketing Processes 54
Steps in Digitizing Marketing 54
Using the Business Process Point of View 55
Endnotes 58
CHAPTER 3: Networks 60
The Global Matrix 60
Marketing with Networks 62
Networks Are a Social Technology 62
Ubiquity 63
Self Fulfilling Expectations, Network Size, and Hype 68
Sharing 69
Specialization 71
Virtual Value Activities 72
Why the Internet Works 74
In the Beginning: Reliability and Efficiency 74
A Key to Growth: Scalability Through Standards 78
When the Internet Stumbles 79
Breakdowns and Outages 79
Delay and lags 80
Networks Inside Companies 85
Endnotes 88
CHAPTER 4: Individuals Online 92
The Dell Triangle 92
Online Marketing to Individuals 94
Interactivity and Customer Contacts 94
Direct Communication 95
Individual Choice 99
Friendly Technology 101
Online Consumer Behavior 104
The Media Equation 105
Social Cues 106
Quality Cues 108
Cognitive Difficulty no
Flow 113
Web Users 114
Income and Internet Access 114
Other Important Demographic Variables / / 7
language and Culture 119
Endnotes 121
|HJg| CONTENTS
CHAPTER 5: Web Business Models 124
Do You Yahoo? 124
Web Benefits to Firms 126
The Range of Web Benefits 126
Improvement Based Benefits to Firms 126
Revenue Based Business Models 131
Closed Loop Marketing 139
Marketing Actions and Responses 139
Web Chains 141
Evaluating Web Chains 144
Endnotes 149
PART 2: ONLINE MARKETING THEMES 151
CHAPTER 6: Customer Support and Online Quality 152
Solving Problems Online 152
Lower Costs 154
Online Publishing 154
Electronic Distribution 155
Virtual Problem Solving 156
Inexpensive Communications 157
Online Quality Enhancements 160
Quality and Virtual Value Activities 160
Customer Satisfaction and Online Support 163
Justifying Online Customer Support 167
Market Versus Customer Methods 167
The Cost Quality Tradeoff 168
Closed Loop Web Enhancements 171
Profitable Web Enhancements 174
Co Production 180
Endnotes 181
CHAPTER 7: Personalization 184
The Daily Me 184
Personalization and Marketing 186
Choice Assistance 186
Customization 187
Relationship Marketing 188
Personalization and the DNI Framework 189
Personalization and Consumer Benefits 190
The Democracy of Goods 190
Turning Experience Goods into Search Goods 191
Personalization and the Total Product 193
The Total Product in Banking 193
The Personalization Balance 195
Implementing Personalization 197
CONTENTS Ql
Online Mass Customization 198
Transparent Customization 201
Collaborative Customization 202
The Critical Role of an Address 202
Personalization Methodologies 204
Endnotes 219
CHAPTER 8: New Product Development and the Net 222
High Tech Battles and the Browser Wars 222
The Need for Speed 224
Internet Time 224
Business Implications of Internet Time 225
Rapid New Product Development 228
Traditional New Product Development 228
Rapid New Product Development 229
Early Feedback 233
Rapid Release 235
Standards Marketing 236
The Importance of Standards 236
The Two Types of Standards 237
Standards Strategy 241
Information Acceleration 245
Information Acceleration in Market Research 245
Does Information Acceleration Work? 246
Endnotes 248
CHAPTER 9: Traffic and Brand Building 252
Smart Browsing 252
The Battle for Web Traffic 254
Value and Scarcity 254
Elements of a Web Traffic Plan 256
Traffic Builders 260
Domain Names 261
Domain Name Goals 261
Defining Domain Names 262
The Brand Domain Connection 263
Portal Presence 267
The Importance of Gateways 267
Portal Problems 267
Managing Portal Presence 267
The Emergence of Specialized Portals 270
Publicity and Word of Mouth 270
Electronic Word of Mouth and Diffusion 270
Opinion Leaders Online 273
URL Placement 274
Banners and Buttons 275
^^21 CONTENTS
The Rise of Interactive Advertising 275
Online Advertising Effectiveness 278
Online Advertising May Not Fit All Companies 281
Evaluating Traffic Sources 283
Measuring the Returns of Traffic Sources 283
Online Traffic Tracking Capabilities 284
Endnotes 287
CHAPTER 10: Online Community 290
Your Family Tree 290
Community Goes Online 292
Net Gain or Silicon Snake Oil? 292
Defining Online Community 295
Fundamentals of Online Community 297
Online Tools 297
Rules 301
Collaboration 303
Repeat Use 308
Community, Private, and Public Goods 309
Launching Online Communities 311
Building Hybrid Communities 311
Mirror Existing Community Benefits 314
Emphasize Growth First 320
Endnotes 325
CHAPTER 11: Pricing in an Online World 328
The Power of Pricing 328
Price Sensitivity and the Internet 330
The Standard Pricing Answer 330
Price Sensitivity and Online Information 331
Real Time Pricing 338
When Simple Pricing Approaches Fail 338
Lessons from Other High Speed Markets 339
Auctions 339
Online Rental Markets 344
Yield Management 345
Bundling 348
Endnotes 352
CHAPTER 12: E Commerce 356
Xmas.com 356
E Commerce Takes Off 358
E Commerce Influence, Ordering, and Buying 358
E Commerce Impact on Web Sites 359
Expands Web Site Scope 362
The Pace of E Commerce 367
CONTENTS |J
E Commerce Buying 367
Price 368
Assortment and Convenience 3 72
Entertainment 374
E Commerce and Distribution Strategy 376
Channel Choice with E Commerce 376
Channel Conflict 377
E Commerce and the Proper Distribution System 3 79
An E Commerce Case Study 384
An E Commerce Analysis 384
Salute.com 384
Competing Against the Net 390
Traditional Retailers 390
Transitioning to Virtual 393
Endnotes 394
PART 3: IMPLEMENTATION AND ORGANIZATION 397
CHAPTER 13: Internet Marketing Plans 398
The Strange Case of K Tel 398
Internet Marketing Plans 400
Endnotes 401
CHAPTER 14: Organizing for the Net 402
E Schwab to Schwab 402
Internet Marketing Matures 404
Aligning Structure and Strategy 404
Avoiding Legal Pitfalls 406
Internet Marketing Departments 408
Real Time Marketing 408
Information Management 417
Potential Legal Problems 423
Online Marketing and the Law 423
Strategic Legal Issues for Marketers 424
Real Time Legal Issues for Marketers 428
Looking Forward 433
Ending Centuries 433
Thirty More Years of Digital Power 435
Endnotes 438
GLOSSARY 441
INDEX 455
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| language | English |
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| spelling | Hanson, Ward Verfasser aut Principles of Internet marketing Ward Hanson Cincinnati, Ohio South-Western College Publ. 2000 XIX, 467 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Commerce électronique ram E-commerce gtt Internet (impactos sociais) larpcal Internet gtt Marketing sur Internet ram Marketing gtt Internet marketing Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008849367&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hanson, Ward Principles of Internet marketing Commerce électronique ram E-commerce gtt Internet (impactos sociais) larpcal Internet gtt Marketing sur Internet ram Marketing gtt Internet marketing Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 |
| title | Principles of Internet marketing |
| title_auth | Principles of Internet marketing |
| title_exact_search | Principles of Internet marketing |
| title_full | Principles of Internet marketing Ward Hanson |
| title_fullStr | Principles of Internet marketing Ward Hanson |
| title_full_unstemmed | Principles of Internet marketing Ward Hanson |
| title_short | Principles of Internet marketing |
| title_sort | principles of internet marketing |
| topic | Commerce électronique ram E-commerce gtt Internet (impactos sociais) larpcal Internet gtt Marketing sur Internet ram Marketing gtt Internet marketing Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Commerce électronique E-commerce Internet (impactos sociais) Internet Marketing sur Internet Marketing Internet marketing Online-Marketing |
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