Cybermarketing: how to use the Internet to market your goods and services
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Butterworth-Heinemann
2000
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 355 S. Ill., graph. Darst. 2 Disketten (3,5") |
| ISBN: | 0750647043 |
Internformat
MARC
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| 100 | 1 | |a Bickerton, Pauline |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Cybermarketing |b how to use the Internet to market your goods and services |c Pauline Bickerton, Matthew Bickerton and Upkar Pardesi |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Oxford [u.a.] |b Butterworth-Heinemann |c 2000 | |
| 300 | |a XVI, 355 S. |b Ill., graph. Darst. |e 2 Disketten (3,5") | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Internet advertising | |
| 650 | 4 | |a Internet marketing | |
| 650 | 0 | 7 | |a Online-Marketing |0 (DE-588)7706419-7 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Online-Marketing |0 (DE-588)7706419-7 |D s |
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| 700 | 1 | |a Pardesi, Upkar |e Verfasser |4 aut | |
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| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-009285634 | |
Datensatz im Suchindex
| _version_ | 1815159334643957760 |
|---|---|
| adam_text |
Contents
Acknowledgements x
Read this first! xi
Focus on the customer xi
Why the net gives the consumer more power xii
Why has the Internet been so successful? xiii
Who benefits? xiv
Ongoing support the Cybermarketing website xv
Conclusion xvi
References xvi
1 Marketing with the Internet 1
Who is this book for? 1
Introduction to marketing 2
Section 1 What is marketing? 3
The purpose of any business 3
What is marketing? 4
Competition and the need for differential advantage 11
Section 2 An overview of the marketing process 12
1. Environmental analysis 13
2. Marketing strategies 15
3. Marketing organization and control 16
The structure of the book 16
Conclusion 19
Checklist 20
What next? 21
References 21
2 Finding out about your world and your market 22
Know your market as yourself 23
Demand 24
Political and legal factors 27
vi Contents
Social and ethical factors 28
Competition 29
The impact of technology 30
Assessing the physical environment 33
How the Internet makes monitoring the business
environment easier 34
Conclusion 34
Checklist 35
References 35
What next? 36
3 Researching your markets on the Internet 37
The importance of market research 38
What is marketing research? 38
Research on markets 39
Research on products and services 40
Research on marketing policy and strategy 40
Research on advertising 40
Other possible areas 41
Where do I start my online marketing research? 41
Secondary sources 41
Secondary sources of information for industrial
products 54
Primary sources 54
Conclusion 62
Checklist 62
What next? 63
References 63
Where to go if you want to find out more 63
4 Making your information system work 65
What is an intranet? 65
What sort of organizations should develop
intranets? 67
The intranet as an internal communication tool 68
Two security tips 70
The structure of a management information system 70
The marketing information system (MkIS) 73
The design of an MkIS 75
Using an intranet to create a dynamic marketing
information system 78
Contents vii
Conclusion 78
Checklist 79
What next? 79
References 79
5 Segmentation establishing a niche in the global
market 80
What is segmentation? 80
Supposedly uniform markets 81
Different needs and characteristics of the customers 82
Criteria for successful segmentation 82
Channel choice will the Internet reach your target
market segment? 83
The pattern of Internet use is changing 84
What we know now about Internet usage 85
How can the Internet help me identify segments
in my market? 101
Consumer marketing 102
Business to business marketing 103
Gap analysis or niche marketing 104
How do I decide whether to use the Internet to
reach my target segment? 104
Conclusion 106
Checklist 106
What next? 107
6 Exploiting your global niche the best marketing mix 108
Product 109
How do I adapt my product to succeed online? 110
Principles for new products on the net 126
Using the net to support new product development 127
Product re planning in summary 131
Pricing 132
Why pricing on the Internet is difficult 132
Prices for 'bits' versus 'atoms' 133
Pricing objectives 139
Business models 139
Methods of setting prices 141
Price setters 141
Price takers 144
Pricing channel conflict 145
viii Contents
Pricing new products 146
Pricing in summary 146
Place 148
How the Internet changes sales channels 148
Place in summary 159
Conclusion 159
What next? 160
7 Promoting yourself online 161
What is promotion? 162
What makes the Internet a unique promotional
medium? 164
Advertising 166
How advertising works 167
Setting advertising objectives 169
Media decisions 170
The use of the Internet as an advertising medium 171
Websites putting your company on the Internet 175
The stages in setting up an online presence 176
Locating your website 177
Low budget options 178
High budget options 185
What domain name can I choose? 193
How to structure your website 195
Website content 197
How to make your website visible 202
Direct marketing by e mail 209
How do I build up my direct marketing database? 209
Links with offline promotion strategies 217
Conclusion 219
Checklist 219
What next? 220
References 220
8 Producing your promotional materials online 222
How do you go about it? 224
Getting ready to go live 225
Designing your site 226
Launching your site 237
Keeping it going 237
Conclusion 239
Contents ix
Checklist 239
What next? 239
9 E commerce selling online 241
Why sell online? 241
How to promote online sales 243
Strategic sales promotion 244
Tactical sales promotion 244
How to set up an e commerce outlet 247
The server 248
Security 249
The catalogue and shopping cart 251
The payment processing system 253
Legal issues: forming a contract 259
Order fulfilment and customer service system 260
Integrating your online and offline sales channels 261
Conclusion 262
Checklist 262
What next? 262
10 Where is all this taking us? 263
Conclusion 267
References 268
Appendix 1 What is the Internet give me the background 269
Appendix 2 Get me onto the Internet 272
Appendix 3 Tell me about e mail accounts 274
Appendix 4 Tell me things I need to know netiquette 279
Appendix 5 How do I search for things? 281
Appendix 6 Technical terms for the Internet 287
Appendix 7 News groups 304
Index 353 |
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV013594207 |
| illustrated | Illustrated |
| indexdate | 2024-11-08T13:00:36Z |
| institution | BVB |
| isbn | 0750647043 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009285634 |
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| physical | XVI, 355 S. Ill., graph. Darst. 2 Disketten (3,5") |
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| spelling | Bickerton, Pauline Verfasser aut Cybermarketing how to use the Internet to market your goods and services Pauline Bickerton, Matthew Bickerton and Upkar Pardesi 2. ed. Oxford [u.a.] Butterworth-Heinemann 2000 XVI, 355 S. Ill., graph. Darst. 2 Disketten (3,5") txt rdacontent n rdamedia nc rdacarrier Internet advertising Internet marketing Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s DE-604 Bickerton, Matthew Verfasser aut Pardesi, Upkar Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009285634&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bickerton, Pauline Bickerton, Matthew Pardesi, Upkar Cybermarketing how to use the Internet to market your goods and services Internet advertising Internet marketing Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 |
| title | Cybermarketing how to use the Internet to market your goods and services |
| title_auth | Cybermarketing how to use the Internet to market your goods and services |
| title_exact_search | Cybermarketing how to use the Internet to market your goods and services |
| title_full | Cybermarketing how to use the Internet to market your goods and services Pauline Bickerton, Matthew Bickerton and Upkar Pardesi |
| title_fullStr | Cybermarketing how to use the Internet to market your goods and services Pauline Bickerton, Matthew Bickerton and Upkar Pardesi |
| title_full_unstemmed | Cybermarketing how to use the Internet to market your goods and services Pauline Bickerton, Matthew Bickerton and Upkar Pardesi |
| title_short | Cybermarketing |
| title_sort | cybermarketing how to use the internet to market your goods and services |
| title_sub | how to use the Internet to market your goods and services |
| topic | Internet advertising Internet marketing Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Internet advertising Internet marketing Online-Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009285634&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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