The B2B e-commerce handbook: how to transform your business-to-business global marketing strategy
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London
Kogan Page
2001
|
| Edition: | 1. publ. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIV, 273 S. |
| ISBN: | 0749435771 |
Staff View
MARC
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Record in the Search Index
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|---|---|
| adam_text | Contents
List of figures xi
Preface xiii
1. B2B basics 1
Defining B2B 1
B2B statistics and estimates 2
B2B opinions 3
General guidelines 5
A level playing field 9
The B2B future 10
Web marketplaces 10
B2B infomediaries 13
Peer to peer 13
B2B and increased productivity 14
B2B2C (and back again) 15
Summary 17
2. Understanding the new economy 19
Key characteristics 19
Business in context 21
The network effect 21
Business Webs 22
Facing change 22
The information product 22
Pulling power 23
The marketing virus 23
Rebel voices 25
Summary 26
v
contents 3. B2B Web design 27
In house or out house? 27
A human approach 28
Setting objectives 29
Design etiquette 29
Usability 31
Information, information, information 33
Syndicated content 36
An outside in approach 36
Designing on speed 36
Brochureware 37
Interactivity 38
Text and the Web 39
HTML 39
Managing content 42
Summary 42
4. Intranets and Extranets 43
Intranets 43
Intranets and marketing 44
Extranets 46
Extra help 47
The Intranet / Extranet difference 47
Slimming supply costs 48
Extranet technology 49
Test the water 50
Summary 51
5. B2B e marketplaces 53
E marketplace benefits 53
E procurement 55
Marketing via VerticalNet 56
Creating an online marketplace 60
Survival of the fittest 62
Consolidate or die 65
Summary 68
6. B2B auctions 69
Dynamic pricing 69
Contents
Bidding in an online auction 70
Buyer guidelines 71
Selling via an online auction 72
Setting up an auction at your site 73
Secure auctions 74
Reverse auctions 74
Mobile auctions 75
Finding relevant auctions 76
Learning from e Bay 77
Summary 79
7. B2B branding 81
Reasons for building a B2B brand 81
The B2B brand misconception 82
Brand building guidelines 83
Brand interaction 86
The networked brand 86
Brand protection 87
The Web site as brand 90
Summary 91
8. Building business relations 93
Building customer relations 93
Reciprocal links 95
Web rings 96
The new media opportunity 96
The problem with public relations 97
The press release 98
Press release principles 99
Online newswire services 102
Electronic media packs 103
Summary 103
9. Marketing via search engines 105
HTML and meta tags 105
Robots and spiders 107
Site submissions 108
Industry search engines 109
Keyword guidelines 110
vii
contents Search engine directories 111
Search engine advertising 112
Search position software 114
Web positioning firms 116
Checking your rankings 119
Summary 119
10. B2B advertising 121
B2B banners 121
B2B versus B2C advertising 122
Harsh truths 123
Beyond banners 124
Advertising rates 125
Advertising networks 126
Niche networks 132
Advertising exchange networks 134
Rich media advertising 135
Selling advertising space 136
Summary 138
11. B2B affiliate marketing 139
Affiliate origins 139
Affiliate benefits 140
The growth of B2B affiliate marketing 141
Setting up an affiliate scheme 144
Pay per sale schemes 146
Promoting an affiliate scheme 148
Becoming an affiliate 149
Affiliate directories 151
Affiliate network services 154
Summary 157
12. B2B e mail marketing 159
The golden rules of B2B e mail marketing 159
E mail discussion lists 161
Contributing to discussion lists 162
Newsletters 163
Newsletter benefits 164
Contents
Newsletter guidelines 166
Plain text versus HTML 167
Spam 168
The B2C/B2B overlap 170
Viral marketing 171
Summary 172
13. The future of B2B 173
B2B on the move: the rise of the mobile Internet 173
The third generation 176
The ASP industry 180
P2P 184
Summary 186
Appendix 1. B2B e commerce directory 187
Appendix 2. B2B e commerce dictionary 245
Appendix 3. Recommended reading 265
Index 267
List of figures
1.1 Enron: one of the largest players in the worldwide B2B arena 16
5.1 VerticalNet: the leading operator of vertical trade markets
on the Web 57
5.2 E cement.com: a vertical e marketplace for the construction
industry 66
6.1 DoveBid: a real world auction house that has successfully
transformed itself on the Web 79
7.1 Hewlett Packard invested in a B2B branding campaign 85
7.2 AltaVista enables you to conduct a back link search 89
8.1 The Cluetrain Web site 97
9.1 Search Engine Watch: overseen by Webmaster
Danny Sullivan, this site is the ultimate resource for
search engine information 109
10.1 DoubleClick: the leading advertising network 127
10.2 B2BWorks: the leading B2B advertising network 130
10.3 Tickets.com: part of 24/7 Media s advertising network 133
11.1 BidCrawler: an online auction and exchange aggregator 143
11.2 Peoplesound.com: linking with businesses to target
consumers 148
11.3 Liquidation.com: offers its affiliates a broad range of
facilities 154
12.1 Esther Dyson s Release 1.0 newsletter 165
12.2 The Web site of the Coalition Against Unsolicited
Commercial E mail 170
13.1 The Mviva mobile Internet portal 180
13.2 7: the ASP aggregator 183
wa
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| indexdate | 2024-07-09T18:54:24Z |
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| isbn | 0749435771 |
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| spelling | Haig, Matt 1975- Verfasser (DE-588)131385755 aut The B2B e-commerce handbook how to transform your business-to-business global marketing strategy Matt Haig 1. publ. London Kogan Page 2001 XIV, 273 S. txt rdacontent n rdamedia nc rdacarrier Electronic commerce Management Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 s Business-to-Business-Marketing (DE-588)4631075-7 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009524158&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Haig, Matt 1975- The B2B e-commerce handbook how to transform your business-to-business global marketing strategy Electronic commerce Management Business-to-Business-Marketing (DE-588)4631075-7 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| subject_GND | (DE-588)4631075-7 (DE-588)4592128-3 |
| title | The B2B e-commerce handbook how to transform your business-to-business global marketing strategy |
| title_auth | The B2B e-commerce handbook how to transform your business-to-business global marketing strategy |
| title_exact_search | The B2B e-commerce handbook how to transform your business-to-business global marketing strategy |
| title_full | The B2B e-commerce handbook how to transform your business-to-business global marketing strategy Matt Haig |
| title_fullStr | The B2B e-commerce handbook how to transform your business-to-business global marketing strategy Matt Haig |
| title_full_unstemmed | The B2B e-commerce handbook how to transform your business-to-business global marketing strategy Matt Haig |
| title_short | The B2B e-commerce handbook |
| title_sort | the b2b e commerce handbook how to transform your business to business global marketing strategy |
| title_sub | how to transform your business-to-business global marketing strategy |
| topic | Electronic commerce Management Business-to-Business-Marketing (DE-588)4631075-7 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| topic_facet | Electronic commerce Management Business-to-Business-Marketing Electronic Commerce |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009524158&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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