Online marketing: a customer-led approach
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford
Oxford Univ. Press
2007
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | XVII, 538 S. Ill., graph. Darst. |
| ISBN: | 9780199265855 |
Internformat
MARC
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| 008 | 060919s2007 xxkad|| |||| 00||| eng d | ||
| 020 | |a 9780199265855 |9 978-0-19-926585-5 | ||
| 035 | |a (OCoLC)71238459 | ||
| 035 | |a (DE-599)BVBBV021734938 | ||
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| 084 | |a WIR 840f |2 stub | ||
| 100 | 1 | |a Gay, Richard |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Online marketing |b a customer-led approach |c Richard Gay ; Alan Charlesworth ; Rita Esen |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Oxford |b Oxford Univ. Press |c 2007 | |
| 300 | |a XVII, 538 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Internet marketing | |
| 650 | 0 | 7 | |a Online-Marketing |0 (DE-588)7706419-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Kundenorientierung |0 (DE-588)4316837-1 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Online-Marketing |0 (DE-588)7706419-7 |D s |
| 689 | 0 | 1 | |a Kundenorientierung |0 (DE-588)4316837-1 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Charlesworth, Alan |e Verfasser |4 aut | |
| 700 | 1 | |a Esen, Rita |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m Digitalisierung UB Regensburg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014948390&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 856 | 4 | 2 | |m Digitalisierung UB Regensburg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014948390&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |3 Klappentext |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-014948390 | ||
Datensatz im Suchindex
| _version_ | 1804135583551848448 |
|---|---|
| adam_text | CONTENTS
Walk Through Preface
1
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
2
2.1
2.2
2.3
2.4
2.5
2.6
2.7
2.8
2.9
2.10
3
3.1
3.2
3.3
3.4
3.5
3.6
xii CONTENTS
3.7 Online
3.8
3.9
3.10
3.11
3.12
3.13
3.14
3.15
3.16
3.17
4
4.1
122
4.2
123
4.3
126
4.4
128
4.5
131
4.6
131
4.7
132
4.8
133
4.9
134
4.10
134
4.11
139
4.12
141
4.13
142
4.14
144
4.15
147
4.16
151
4.17
152
4.18
155
4.19
156
4.20
157
4.21
158
5
5.1
5.2
5.3
CONTENTS xiii
5.4 Online
5.5 Online B2C
5.6
5.7
5.8
5.9
5.10
б
6.1
6.2
6.3 Abrief
6.4
6.5
6.6
6.7
6.8
7
7.1
7.2
7.3
7.4
7.5
7.6
7.7
7.8
7.9
8
269
269
273
281
296
305
307
8.1
Introduction
8.2
The commercial web presence
8.3
Web site development
8.4
Web site design
8.5
Web site content
8.6
Design tips for increasing web sales
8.7
Summary
xiv CONTENTS
9 The Online
9.1
9.2
9.3
9.4
9.5
9.6
9.7
10
10.1
10.2
10.3
10.4
10.5
10.6
10.7
10.8
10.9
10.10
10.11
11
11.1
11.2
11.3
11.4
11.5
11.6
11.7
11.8
11.9
11.10
11.11
11.12
CONTENTS xv
11.13 Online
11.14 Automation
11.15
11.16
12
12.1
12.2
12.3
12.4
12.5
12.6
12.7
12.8
12.9
12.10
12.11
12.12
12.13
12.14
12.15
13
13.1
13.2
13.3
13.4
13.5
13.6
13.7
13.8
13.9
13.10
Glossary
Index
WALKTHROUGH PREFACE
Learning Objectives provide the focus for the
student s learning and the knowledge they should
acquire by the end of the chapter.
By tftff end
о
»
° Appreciate
о І
о
о
»
Mini cases provide a range of stimulating business
and organisational examples that illustrate and
reinforce the content under consideration. Provisions
of these elements enhance the reader s learning and
understanding of online marketing across a diverse
range of industry sectors.
ЕШ
^дел-лрр^.сиш)
-
lhe
ac
Шііс
achieved. And an
I
arid poriab:e
iiaovations
зшті
f.ompeťíwe
siso
at id
annďtsms
Chapter at a glance introduces the main topic
areas and specific themes to be covered within each
chapter.
Äer-aS-a-
ЭК.С
51
lirtictow
5.7
Web site aitìì^ÌLb
Unserstaaér
j
5.8
tapìkatemsfo;
-get
S3
£СПЅШГ.8Г
isi]
ïustûitîgï
5-і
Orine
er expertallans
5.9
Database marketing
55
0n¡!№
jjCTbehavioi-r
5.10
Suramarç
Onli!» B2B il
introduction provides an overview to the chapter
regarding the key issues to be explored. Each chapter
subject will be set in the context of the changing
marketing environment.
Bar-dyo-paÄw,
EcÄstefo
Bays, MB, eerfe.
EaKsi-gstoko
Figures and Diagrams are used to help students
understand and absorb the key concepts.
Legal Eagie boxes aim to make the reader aware
of relevant legislation that impact upon online
marketing activities. This is particularly important
to establish and underpin consumer trust. The
significance of legal issues for marketers is
emphasised with the inclusion of a final chapter-
devoted solely to legal issues.
lira
n©;7 tfiey
п-елїбко*
¡reaÎ Craruia-crafcaî
gTO
ЇШй
Key terms highlighted are highlighted throughout
the text and explained in the e-glossary.
Typically, the web site owner
banner advertising,
permanent buttons shown on every page.
the inarketpiace and the
cess- First, the volurae-bastd approach where
will
tone slots. For example,- rates are
tial customers visiting. The second
affinent
sive prospects. For example, Motley Fool (www.foolxo.tlk) has a highly motivated group of
Discussion questions provide a platform for further
exploration of the chapter topic and can form the
basis of library or seminar exercises.
lOÍSCUSSIOM
t
2,
в.
success
4
Summary is provided to draw together the main
themes and concepts within the chapter. The
summary presents an opportunity for the reader
to reflect and evaluate key elements.
There is no doubt tliat the Internet L· having a significant impart
research industry. Whilst deficiencies exist with various online research applications
sampling methods, improved undeistandjmg of its nuances together with a growing Internet
population
provide important oust savings
rather than
End of chapter cases offer detailed online
marketing scenarios. The cases are from a variety of
industry sectors and range from established brands
such as Kodak to Internet players such as Dabs,
BoysStuff and Funky.corn. Each is designed to
underpin and consolidate the reader s understanding
of the chapter subject and broaden their marketing
knowledge. This will be tested by case study
questions.
EHIAÛFCiînPïezCftSESnilBV
During the
Рйег
heñíi?
tíľW
íEsnt,
сџш
δΐ
ffiîpsriSS
fí^ traifíís TiíjiiCtH}
sfâRíing
tep
яяз
References direct the reader to the academic and
practitioner sources used within the text.
a ef tha future,
fS/feSBîisţ
Further Reading lists point the reader towards a
range of interesting texts and articles.
јЧЈЈПГИШ
Bs*a
Strast,
^¡¡ тг
MoSiaw
Paltera, MA a issarig,
Web Links
oniine resources for further study and web pages
that are examples of good practice.
¡bySíícrifeíLÍKisAí
&
This exciting, user-friendly textbook provides a colourful and engaging
introduction to online marketing. It is suitable for students,, studying Internet
Marketing, E-Marketing, E-Commerce, or E-Business, as part of specialised
marketing programmes or mainstream business management programmes.
Using plenty of real-life case studies, which are illustrated with examples
of current websites, the authors take familiar marketing concepts, such as
the marketing mix and buyer behaviour, and discuss them from an online
perspective.
The text stresses that the customer should remain the
online interactions, and that beneficial and innovative experiences are vital
for developing loyalty and sustainable competitive advantage.
The book dedicates a whole chapter to search engines, acknowledging their
crucial role in the building of site traffic and the online brand. It also includes a
chapter on web site development which is placed firmly within a marketing
context. Explanations of modern operational aspects
pod-casting
Legal issues- in the form of Legal Eagle boxes and a wide-ranging chapter on
the subject
for online marketers.
Richard Gay is a Principal Lecturer in Direct Marketing at Newcastle
Business School, Northumbria University.
Alan Charlesworth is a Senior Lecturer in Marketing and E-Marketing at
the University of
Dr
Durham University.
|
| adam_txt |
CONTENTS
Walk Through Preface
1
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
2
2.1
2.2
2.3
2.4
2.5
2.6
2.7
2.8
2.9
2.10
3
3.1
3.2
3.3
3.4
3.5
3.6
xii CONTENTS
3.7 Online
3.8
3.9
3.10
3.11
3.12
3.13
3.14
3.15
3.16
3.17
4
4.1
122
4.2
123
4.3
126
4.4
128
4.5
131
4.6
131
4.7
132
4.8
133
4.9
134
4.10
134
4.11
139
4.12
141
4.13
142
4.14
144
4.15
147
4.16
151
4.17
152
4.18
155
4.19
156
4.20
157
4.21
158
5
5.1
5.2
5.3
CONTENTS xiii
5.4 Online
5.5 Online B2C
5.6
5.7
5.8
5.9
5.10
б
6.1
6.2
6.3 Abrief
6.4
6.5
6.6
6.7
6.8
7
7.1
7.2
7.3
7.4
7.5
7.6
7.7
7.8
7.9
8
269
269
273
281
296
305
307
8.1
Introduction
8.2
The commercial web presence
8.3
Web site development
8.4
Web site design
8.5
Web site content
8.6
Design tips for increasing web sales
8.7
Summary
xiv CONTENTS
9 The Online
9.1
9.2
9.3
9.4
9.5
9.6
9.7
10
10.1
10.2
10.3
10.4
10.5
10.6
10.7
10.8
10.9
10.10
10.11
11
11.1
11.2
11.3
11.4
11.5
11.6
11.7
11.8
11.9
11.10
11.11
11.12
CONTENTS xv
11.13 Online
11.14 Automation
11.15
11.16
12
12.1
12.2
12.3
12.4
12.5
12.6
12.7
12.8
12.9
12.10
12.11
12.12
12.13
12.14
12.15
13
13.1
13.2
13.3
13.4
13.5
13.6
13.7
13.8
13.9
13.10
Glossary
Index
WALKTHROUGH PREFACE
Learning Objectives provide the focus for the
student's learning and the knowledge they should
acquire by the end of the chapter.
By tftff end
о
»
° Appreciate
о І
о
о
»
Mini cases provide a range of stimulating business
and organisational examples that illustrate and
reinforce the content under consideration. Provisions
of these elements enhance the reader's learning and
understanding of online marketing across a diverse
range of industry sectors.
ЕШ
^дел-лрр^.сиш)
-
lhe
ac
Шііс
achieved. And an
'I
arid poriab:e
iiaovations
зшті
f.ompeťíwe
siso
at id
annďtsms
Chapter at a glance introduces the main topic
areas and specific themes to be covered within each
chapter.
Äer-aS-a-
ЭК.С
51
lirtictow
5.7
Web site aitìì^ÌLb
Unserstaaér
j
5.8
tapìkatemsfo;
-get
S3
£СПЅШГ.8Г
isi]
ïustûitîgï
5-і
Orine
er expertallans
5.9
Database marketing
55
0n¡!№
jjCTbehavioi-r
5.10
Suramarç
Onli!» B2B il
introduction provides an overview to the chapter
regarding the key issues to be explored. Each chapter
subject will be set in the context of the changing
marketing environment.
Bar-dyo-paÄw,
EcÄstefo
Bays, MB, eerfe.
EaKsi-gstoko
Figures and Diagrams are used to help students
understand and absorb the key concepts.
Legal Eagie boxes aim to make the reader aware
of relevant legislation that impact upon online
marketing activities. This is particularly important
to establish and underpin consumer trust. The
significance of legal issues for marketers is
emphasised with the inclusion of a final chapter-
devoted solely to legal issues.
lira
n©;7 tfiey
п-елїбко*
¡reaÎ Craruia-crafcaî
gTO
ЇШй
Key terms highlighted are highlighted throughout
the text and explained in the e-glossary.
Typically, the web site owner
banner advertising,
permanent buttons shown on every page.
the inarketpiace and the
cess- First, the volurae-bastd approach where
will
tone slots. For example,- rates are
tial customers visiting. The second
affinent
sive prospects. For example, Motley Fool (www.foolxo.tlk) has a highly motivated group of
Discussion questions provide a platform for further
exploration of the chapter topic and can form the
basis of library or seminar exercises.
lOÍSCUSSIOM
t
2,
в.
success
4
Summary is provided to draw together the main
themes and concepts within the chapter. The
summary presents an opportunity for the reader
to reflect and evaluate key elements.
There is no doubt tliat the Internet L· having a significant impart
research industry. Whilst deficiencies exist with various online research applications
sampling methods, improved undeistandjmg of its nuances together with a growing Internet
population
provide important oust savings
rather than
End of chapter cases offer detailed online
marketing scenarios. The cases are from a variety of
industry sectors and range from established brands
such as Kodak to Internet players such as Dabs,
BoysStuff and Funky.corn. Each is designed to
underpin and consolidate the reader's understanding
of the chapter subject and broaden their marketing
knowledge. This will be tested by case study
questions.
EHIAÛFCiînPïezCftSESnilBV
During the
Рйег
heñíi?
tíľW
íEsnt,
сџш
δΐ
ffiîpsriSS
fí^ traifíís TiíjiiCtH}
sfâRíing
tep
яяз
References direct the reader to the academic and
practitioner sources used within the text.
a ef tha future,
fS/feSBîisţ
Further Reading lists point the reader towards a
range of interesting texts and articles.
јЧЈЈПГИШ
Bs*a
Strast,
^¡¡"тг
MoSiaw
Paltera, MA a issarig,
Web Links
oniine resources for further study and web pages
that are examples of good practice.
¡bySíícrifeíLÍKisAí
&
This exciting, user-friendly textbook provides a colourful and engaging
introduction to online marketing. It is suitable for students,, studying Internet
Marketing, E-Marketing, E-Commerce, or E-Business, as part of specialised
marketing programmes or mainstream business management programmes.
Using plenty of real-life case studies, which are illustrated with examples
of current websites, the authors take familiar marketing concepts, such as
the marketing mix and buyer behaviour, and discuss them from an online
perspective.
The text stresses that the customer should remain the
online interactions, and that beneficial and innovative experiences are vital
for developing loyalty and sustainable competitive advantage.
The book dedicates a whole chapter to search engines, acknowledging their
crucial role in the building of site traffic and the online brand. It also includes a
chapter on web site development which is placed firmly within a marketing
context. Explanations of modern operational aspects
pod-casting
Legal issues- in the form of Legal Eagle boxes and a wide-ranging chapter on
the subject
for online marketers.
Richard Gay is a Principal Lecturer in Direct Marketing at Newcastle
Business School, Northumbria University.
Alan Charlesworth is a Senior Lecturer in Marketing and E-Marketing at
the University of
Dr
Durham University. |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Gay, Richard Charlesworth, Alan Esen, Rita |
| author_facet | Gay, Richard Charlesworth, Alan Esen, Rita |
| author_role | aut aut aut |
| author_sort | Gay, Richard |
| author_variant | r g rg a c ac r e re |
| building | Verbundindex |
| bvnumber | BV021734938 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.1265 |
| callnumber-search | HF5415.1265 |
| callnumber-sort | HF 45415.1265 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 650 |
| classification_tum | DAT 614f WIR 810f WIR 840f |
| ctrlnum | (OCoLC)71238459 (DE-599)BVBBV021734938 |
| dewey-full | 658.872 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.872 |
| dewey-search | 658.872 |
| dewey-sort | 3658.872 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Informatik Wirtschaftswissenschaften |
| discipline_str_mv | Informatik Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV021734938 |
| illustrated | Illustrated |
| index_date | 2024-07-02T15:27:36Z |
| indexdate | 2024-07-09T20:42:49Z |
| institution | BVB |
| isbn | 9780199265855 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014948390 |
| oclc_num | 71238459 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR DE-20 DE-739 DE-1051 DE-91 DE-BY-TUM DE-521 DE-858 DE-634 DE-2070s |
| owner_facet | DE-355 DE-BY-UBR DE-20 DE-739 DE-1051 DE-91 DE-BY-TUM DE-521 DE-858 DE-634 DE-2070s |
| physical | XVII, 538 S. Ill., graph. Darst. |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Oxford Univ. Press |
| record_format | marc |
| spelling | Gay, Richard Verfasser aut Online marketing a customer-led approach Richard Gay ; Alan Charlesworth ; Rita Esen 1. publ. Oxford Oxford Univ. Press 2007 XVII, 538 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Internet marketing Online-Marketing (DE-588)7706419-7 gnd rswk-swf Kundenorientierung (DE-588)4316837-1 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s Kundenorientierung (DE-588)4316837-1 s DE-604 Charlesworth, Alan Verfasser aut Esen, Rita Verfasser aut Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014948390&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014948390&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Gay, Richard Charlesworth, Alan Esen, Rita Online marketing a customer-led approach Internet marketing Online-Marketing (DE-588)7706419-7 gnd Kundenorientierung (DE-588)4316837-1 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4316837-1 |
| title | Online marketing a customer-led approach |
| title_auth | Online marketing a customer-led approach |
| title_exact_search | Online marketing a customer-led approach |
| title_exact_search_txtP | Online marketing a customer-led approach |
| title_full | Online marketing a customer-led approach Richard Gay ; Alan Charlesworth ; Rita Esen |
| title_fullStr | Online marketing a customer-led approach Richard Gay ; Alan Charlesworth ; Rita Esen |
| title_full_unstemmed | Online marketing a customer-led approach Richard Gay ; Alan Charlesworth ; Rita Esen |
| title_short | Online marketing |
| title_sort | online marketing a customer led approach |
| title_sub | a customer-led approach |
| topic | Internet marketing Online-Marketing (DE-588)7706419-7 gnd Kundenorientierung (DE-588)4316837-1 gnd |
| topic_facet | Internet marketing Online-Marketing Kundenorientierung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014948390&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014948390&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
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