Internet marketing:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York [u.a.]
Wiley
2001
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | X, 165 S. |
| ISBN: | 0471390518 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Contents
Part I Introduction to
Marketing on the Internet
Chapter 1 Categories of Internet Marketing
Communication 3
Selling 4
Providing Content 4
Provide a Network Function 5
Overview of this Book 5
Summary 6
Online Activities 6
References 6
x Chapter 2 What Exactly Is the Internet
A Brief History of the Internet 11
How the Internet Works 12
Names on the Internet 13
Network Speed 14
Summary 15
Online Activities 16
References 16
Chapter 3 Web Browser Software
Other Menu Bar Highlights 21
Summary 22
Online Activities 22
Part II Communicating with Consumers
Online
Chapter 4 Using the Internet to Communicate
The World Wide Web 25
Email 26
Email Lists 27
Usenet 29
Internet Relay Chat and Other Services 30
Summary 31
Online Activities 31
References 32
Chapter 5 How to Create a Web Page
Hypertext Markup Language 33
Some Basic Markups 34
Fast Computer Graphics 36
Fine Tuning the Artwork 38
Summary 40
Online Activities 41
References 41
Chapter 6 Web Communications Strategy
Web Site Communication Goals 43
Establishing Online Relationships 45
Summary 48
Online Activities 49
References 49
* Chapter 7 Human Information Processing of
Web Sites
Exposure 51
Attention 52
Comprehension and Perception 53
Yielding and Acceptance 55
Retention 56
Summary 57
Online Activities 57
References 57
Chapter 8 What a Web Site Should Look Like
Front Door 60
Banner and Menu 60
Runner and Main Page 61
Some Rules to Keep in Mind 61
Summary 63
Online Activities 63
References 63
Chapter 9 Web Site Copy
Summary 68
Online Activities 68
References 68
Chapter 10 Advertising Banners
The Hosting Page 70
The Ad Banner 72
The Payoff Page 73
Summary 73
Online Activities 74
References 74
viil Contents
Part III Computer Mediated Selling
Chapter 11 Shopping on the Internet
Perceived Risk and Trust 81
Consumer Choice and Search 82
Summary 85
Online Activities 85
References 86
Chapter 12 Business to Business Internet
Marketing
The Internet Gives an Impetus to Outsourcing 90
Just in Time Inventory 91
International Internet Marketing 92
Summary 93
Online Activities 94
References 94
Chapter 13 Online Selling Strategies
Costs and Prices 100
Summary 102
Online Activities 103
References 103
Chapter 14 The Mechanics of Electronic
Commerce
Payment Mechanisms 106
Network Security and Cryptography 107
Techniques Used by Crackers 107
Defenses Used 108
Secure Transactions 109
Public Key Cryptography 110
I Internet Marketing Ix
Summary 111
Online Activities 111
References 111
Part IV Providing Web Content
Chapter 15 The Content Site Visitor
Flow 115
Hedonic Surfers and Utilitarian Searchers 116
The Web is a Niche Medium 118
Summary 119
Online Activities 119
References 120
Chapter 16 Strategies for Providing
Content
Where Does Revenue Come From? 123
Getting People to Your Site 125
Keeping People on Your Site 126
Getting People to Return 128
Summary 128
Online Activities 129
References 129
Chapter 17 Legal and Ethical Issues
Marketing Ethics 131
Issues of Contention 132
Summary 135
Online Activities 136
References 136
x Contents
Chapter 18 Web Log Data
Web Experiments 139
Page Experiments 140
Banner Ad Studies 140
Summary 141
Online Activities 141
References 141
Part V New Functions, New Businesses
Chapter 19 The Digital Future
Market Making 145
Environmental Scanning and Research 146
Three Key Trends 146
Computing Power 147
Devices Attached to the Internet 148
Bandwidth 148
Summary 150
Online Activities 151
References 151
Glossary 153
Index 157
|
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| indexdate | 2024-07-09T18:48:05Z |
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| isbn | 0471390518 |
| language | English |
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| spelling | Hofacker, Charles F. Verfasser aut Internet marketing Charles F. Hofacker 3. ed. New York [u.a.] Wiley 2001 X, 165 S. txt rdacontent n rdamedia nc rdacarrier Internet gtt 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=009264113&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hofacker, Charles F. Internet marketing Internet gtt Marketing gtt Internet marketing Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 |
| title | Internet marketing |
| title_auth | Internet marketing |
| title_exact_search | Internet marketing |
| title_full | Internet marketing Charles F. Hofacker |
| title_fullStr | Internet marketing Charles F. Hofacker |
| title_full_unstemmed | Internet marketing Charles F. Hofacker |
| title_short | Internet marketing |
| title_sort | internet marketing |
| topic | Internet gtt Marketing gtt Internet marketing Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Internet Marketing Internet marketing Online-Marketing |
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