One-to-one web marketing: build a relationship marketing strategy one customer at a time
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York u.a.
Wiley
2001
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 351 S. Ill. 1 CD-ROM (12 cm) |
| ISBN: | 0471404004 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804128454569885696 |
|---|---|
| adam_text | Contents
Foreword vii
Acknowledgements ix
Introduction xi
Chapter 1: One to One Web Marketing Overview 1
Time Flies When You re Having Fun 2
What Is One to One Web Marketing? 4
The Web: A Relationship Building Platform 10
One to One Web Marketing Matrix 10
Embracing One to One Web
Marketing Challenges 11
Up Next 15
Chapter 2: One to One Web Site Personalization 17
What Is One to One Web Personalization? 17
Benefits of One to One Web Site Personalization 19
Nuts and Bolts of One to One Web Personalization 31
Applying One to One Web Personalization 40
Products and Services 49
Hurdles to Implementing One to One
Web Site Personalization 52
One to One Web Site Personalization Resources 53
Types of Systems and Processes That Can
Be Integrated with the Web 53
The Future of One to One Web Site Personalization 60
Up Next 62
iii
yj Contents Resources 277
Up Next 278
Chapter 8: One to One Web Collaboration 279
What Is One to One Web Collaboration? 280
Benefits of One to One Web Collaboration 283
Nuts and Bolts of One to One Collaboration 286
Applying One to One Web Collaboration 303
The Future of One to One Web Collaboration 305
Resources 306
Up Next 306
Chapter 9: One to One Web Privacy 307
The Two Sides of the One to One Web Marketing Coin 308
Privacy Issues 312
Privacy Standards and Initiatives 315
Opt in or Opt out? 319
Online Privacy Options, Recommendations,
Policies, and Seals 320
Resources 327
Up Next 327
Chapter 10: The One to One Web Marketing Future 329
Web Site Marketing 330
Web Customer Care 331
Online Advertising 332
Increasing Integration 332
Going Wireless 333
Mass Customization 333
Privacy and Security 334
Leading Edge One to One 334
Index 339
iv Contents Chapter 3: One to One E Mail 63
Benefits of One to One E Mail 65
Nuts and Bolts of One to One E Mail 68
Applying One to One E Mail 89
Opt In or Opt Out? 91
Applying One to One E Mail for Customer Retention 94
How to Conduct Your Own E Mail Marketing 100
Buying Advertising Space on Free E Mail Services 103
Buying Advertising Space in an E Mail
News or Newsletter Service 104
The Future of One to One E Mail 104
Resources 105
Up Next 106
Chapter 4: One to One Web Advertising and Promotion 107
The State of Online Advertising 108
Benefits of One to One Web Advertising and Promotion 110
The Nuts and Bolts of One to One Web Advertising 114
One to One Web Promotions 149
Applying One to One Online Advertising and Promotion 153
Hurdles to One to One Web Advertising and Promotion 155
The Future of One to One Web Advertising and Promotion 160
Resources 161
Up Next 162
Chapter 5: One to One Web Community 163
Impact of Community on the Internet 164
One to One Community Business Model 170
Benefits of One to One Community 177
Some Community Controversies 180
Applications of Community and Products 182
Ideas for Implementing Community
as a Marketing Function 189
Contents v
The Future of Community 190
Up Next 191
Chapter 6: One to One Web Data Analysis 193
What Is Web Data Analysis? 193
Benefits of Analyzing Traffic Data 194
Nuts and Bolts of Web Traffic Analysis 195
Applying Web Traffic Analysis 207
Nuts and Bolts of Data Mining 216
Applying Web Data Mining 221
State of Web to Database Integration 231
Benefits of Web to Database Integration 232
Security on the Web 239
The Future of Web Data Analysis 241
Checklist for Data Analysis 241
Resources 242
Up Next 243
Chapter 7: One to One Web CRM 245
What Is CRM? 245
Benefits of One to One Web CRM 249
Nuts and Bolts of One to One Web CRM 253
Applying One to One Web CRM 259
It All Starts with the Data 263
Challenges of One to One Web CRM 263
Privacy 264
The Future of One to One CRM 266
Web Customer Care Technologies 269
Using One to One Web Customer Care to
Create Loyal Customers from the Start 271
Challenges of One to One Web Customer Care 276
The Future of One to One Customer Care 277
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| indexdate | 2024-07-09T18:49:30Z |
| institution | BVB |
| isbn | 0471404004 |
| language | English |
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| spelling | Allen, Cliff Verfasser aut One-to-one web marketing build a relationship marketing strategy one customer at a time Cliff Allen ; Deborah Kania ; Beth Yaeckel 2. ed. New York u.a. Wiley 2001 XV, 351 S. Ill. 1 CD-ROM (12 cm) txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf World Wide Web (DE-588)4363898-3 gnd rswk-swf Marketing (DE-588)4037589-4 s World Wide Web (DE-588)4363898-3 s DE-604 Kania, Deborah Verfasser aut Yaeckel, Beth Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009322751&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Allen, Cliff Kania, Deborah Yaeckel, Beth One-to-one web marketing build a relationship marketing strategy one customer at a time Marketing (DE-588)4037589-4 gnd World Wide Web (DE-588)4363898-3 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4363898-3 |
| title | One-to-one web marketing build a relationship marketing strategy one customer at a time |
| title_auth | One-to-one web marketing build a relationship marketing strategy one customer at a time |
| title_exact_search | One-to-one web marketing build a relationship marketing strategy one customer at a time |
| title_full | One-to-one web marketing build a relationship marketing strategy one customer at a time Cliff Allen ; Deborah Kania ; Beth Yaeckel |
| title_fullStr | One-to-one web marketing build a relationship marketing strategy one customer at a time Cliff Allen ; Deborah Kania ; Beth Yaeckel |
| title_full_unstemmed | One-to-one web marketing build a relationship marketing strategy one customer at a time Cliff Allen ; Deborah Kania ; Beth Yaeckel |
| title_short | One-to-one web marketing |
| title_sort | one to one web marketing build a relationship marketing strategy one customer at a time |
| title_sub | build a relationship marketing strategy one customer at a time |
| topic | Marketing (DE-588)4037589-4 gnd World Wide Web (DE-588)4363898-3 gnd |
| topic_facet | Marketing World Wide Web |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009322751&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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