Marketing the e-Business:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2002
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Routledge e-Business
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 355 S. Ill. |
| ISBN: | 0415256011 0415256003 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804129361203298304 |
|---|---|
| adam_text | Contents
List of illustrations vi
List of contributors viii
Acknowledgements ix
List of abbreviations x
Introduction 1
1 History, definitions and frameworks 7
2 Marketing research 35
3 Change management 68
4 Strategy 94
5 Branding 130
6 Relationship marketing 155
7 Multi channel marketing 189
8 The marketing mix 219
9 e Retailing 242
10 Marketing planning 268
11 Legal, ethical and public policy issues 295
Conclusion 328
Glossary 330
References 336
Index 345
V
Illustrations
FIGURES
1.1 The relationship between business to business (B2B) and business
to consumer (B2C) 20
2.1 The research process 39
2.2 Getting beneath the surface 41
2.3 Online surveys 50
2.4 Displaying research results to build trust 50
2.5 Southwest Airlines Web site 53
2.6 Web site of Doubleclick 61
3.1 Moving to e Business 71
3.2 Assessing the extent to which employees may resist change 76
4.1 Internal marketing planning model 97
4.2 Progressive transformation from bricks to clicks , and structural
alternatives for clicks and mortar organizations 100
4.3 The seamless company 107
4.4 The e Business ladder 109
4.5 Business to business: the next wave of the information revolution? 121
4.6 Percentage of Internet users visiting banking sites 123
5.1 The benefits of branding to different stakeholder groups 134
5.2 The relationship between profitability and market share 135
5.3 Brand strategies on the Internet 146
6.1 The relationship marketing ladder of customer loyalty 162
6.2 Organizing for email marketing 177
6.3 Reactions to permission marketing as compared with those to spam 178
7.1 The evolution of interactive marketing 191
7.2 Mobile v. PC Internet access: worldwide trends 192
7.3 Growth of various means of accessing the Internet 196
7.4 Projected European mobile advertising spend 197
7.5 Internet access mechanisms by social group 203
Illustrations
FIGURES
1.1 The relationship between business to business (B2B) and business
to consumer (B2C) 20
2.1 The research process 39
2.2 Getting beneath the surface 41
2.3 Online surveys 50
2.4 Displaying research results to build trust 50
2.5 Southwest Airlines Web site 53
2.6 Web site of Doubleclick 61
3.1 Moving to e Business 71
3.2 Assessing the extent to which employees may resist change 76
4.1 Internal marketing planning model 97
4.2 Progressive transformation from bricks to clicks , and structural
alternatives for clicks and mortar organizations 100
4.3 The seamless company 107
4.4 The e Business ladder 109
4.5 Business to business: the next wave of the information revolution? 121
4.6 Percentage of Internet users visiting banking sites 123
5.1 The benefits of branding to different stakeholder groups 134
5.2 The relationship between profitability and market share 135
5.3 Brand strategies on the Internet 146
6.1 The relationship marketing ladder of customer loyalty 162
6.2 Organizing for email marketing 177
6.3 Reactions to permission marketing as compared with those to spam 178
7.1 The evolution of interactive marketing 191
7.2 Mobile v. PC Internet access: worldwide trends 192
7.3 Growth of various means of accessing the Internet 196
7.4 Projected European mobile advertising spend 197
7.5 Internet access mechanisms by social group 203
* ¦ vi
ILLUSTRATIONS
7.6 Market penetration of Internet access mechanisms 207
7.7 The new economy is powered by connectivity 209
9.1 Why Internet connected customers do not e Shop 246
9.2 Comparing ratings: the Internet versus a west London shopping
centre 247
9.3 Growth of online shopping: surveys for 1997 to 2001, forecasts
for 2002 to 2004 256
9.4 e Retailing as a percentage of total shopping in the UK 257
9.5 What e Shoppers buy 257
9.6 What m Shoppers buy 262
10.1 The relationship between different aspects of a company s
environment 272
11.1 United Airlines home page 298
11.2 The www.untied.com vigilante site 299
11.3 Using technology to help the hungry 314
11.4 Net Nanny allows parents to control what their children see and
buy online 315
TABLES
1.1 Internet penetration by country 13
1.2 Zwass s hierarchical framework for e Commerce 18
1.3 Online business model typology 22
2.1 Exposing the myths of online buyer behaviour by Accenture 63
4.1 Impact of the Internet on Porter s Five Forces 105
5.1 Brand league table 136
5.2 The scope of branding 137
5.3 Brand logos 139
6.1 Transaction marketing versus relationship marketing 163
9.1 Sample products with likely high electronic shopping potential scores 251
10.1 Customer analysis 274
10.2 SWOT analysis for W. H. Smith 281
10.3 Marketing mix for River Island 285
10.4 Summary audit for Yuri s Toys 286
10.5 Marketing mix for Yuri s Toys 287
11.1 Attitudes towards social responsibility 319
vii ir
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| illustrated | Illustrated |
| indexdate | 2024-07-09T19:03:55Z |
| institution | BVB |
| isbn | 0415256011 0415256003 |
| language | English |
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| physical | XII, 355 S. Ill. |
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| series2 | Routledge e-Business |
| spelling | Harris, Lisa Verfasser aut Marketing the e-Business Lisa Harris and Charles Dennis 1. publ. London [u.a.] Routledge 2002 XII, 355 S. Ill. txt rdacontent n rdamedia nc rdacarrier Routledge e-Business Electronic commerce Internet marketing Online-Marketing (DE-588)7706419-7 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 s Online-Marketing (DE-588)7706419-7 s 1\p DE-604 Dennis, Charles Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009914708&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Harris, Lisa Dennis, Charles Marketing the e-Business Electronic commerce Internet marketing Online-Marketing (DE-588)7706419-7 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4592128-3 |
| title | Marketing the e-Business |
| title_auth | Marketing the e-Business |
| title_exact_search | Marketing the e-Business |
| title_full | Marketing the e-Business Lisa Harris and Charles Dennis |
| title_fullStr | Marketing the e-Business Lisa Harris and Charles Dennis |
| title_full_unstemmed | Marketing the e-Business Lisa Harris and Charles Dennis |
| title_short | Marketing the e-Business |
| title_sort | marketing the e business |
| topic | Electronic commerce Internet marketing Online-Marketing (DE-588)7706419-7 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| topic_facet | Electronic commerce Internet marketing Online-Marketing Electronic Commerce |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009914708&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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