Internet marketing: strategy, implementation and practice
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Harlow
Prentice Hall
2006
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXVIII, 550 S. Ill., graph. Darst. |
| ISBN: | 0273694057 9780273694052 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804137182154194944 |
|---|---|
| adam_text | ^^^H Brief contents
Preface xiii
Guided tour xxii
About the authors xxv
Acknowledgements xxvi
Part 1 Internet marketing fundamentals
1 An introduction to Internet marketing 3
2 The Internet micro environment 41
3 The Internet macro environment 97
Part 2 Internet strategy development
U Internet marketing strategy 151
5 The Internet and the marketing mix 214
6 Relationship marketing using the Internet 256
Part 3 Internet marketing: implementation and practice
7 Delivering the online customer experience 301
8 Interactive marketing communications 348
9 Maintaining and monitoring the online presence 415
10 Business to consumer Internet marketing 451
11 Business to business Internet marketing 484
Glossary 514
Index 534
^^^^H Contents
Preface xiii ]
Guided tour xxii j
About the authors xxv i
Acknowledgements xxvi j
Part 1 !
INTERNET MARKETING FUNDAMENTALS j
1 An introduction to Internet marketing 3 I
Learning objectives / Questions for marketers / i
Links to other chapters 3 ;
Introduction how significant is the Internet for j
marketing? 4 i
Marketing applications of Internet marketing 5 j
Our changing media consumption 6 i
Our changing buyer behaviour 7 i
What is Internet marketing? 8 j
E marketing defined 9 j
Digital marketing defined 10 j
E commerce and e business defined 11 j
E business defined 11 i
Business or consumer model? 12 j
What benefits does the Internet provide for the j
marketer? 14 i
A strategic approach to Internet marketing 18 i
How do Internet marketing communications differ !
from traditional marketing communications? 20 j
A short introduction to Internet technology 26 j
How does the Internet work? 27 :
From the Internet to intranets and extranets 32 i
Case Study 1 eBay thrives in the global i
marketplace 33 j
Summary 37 i
Exercises 38 j
Self assessment exercises 38 i
Essay and discussion questions 38 i
Examination questions 38
References 39 i
Further reading 39 j
Web links 40
2 The Internet micro environment 41 I
Learning objectives / Questions for marketers /
Links to other chapters 41 j
i Introduction 42
i Different environment components A3
i Marketplace 45
i Competitive forces 46
! Value creation and value chain analysis 49
! New channel structures 53
I Location of trading in marketplace 57
I Commercial arrangement for transactions 58
! Business models in e commerce 59
i Revenue models 61
Customers 61
! Assessing demand for e commerce services 62
¦ Online demand for business services 72
I Online buyer behaviour 74
Customer persona and scenario analysis 75
Multi channel customer experiences 77
Models of online buyer behaviour 78
Competitors 85
Suppliers 86
Intermediaries 86
Case Study 2 Zopa launches a new lending model 90
; Summary 92
i Exercises 93
! Self assessment exercises 93
I Essay and discussion questions 93
: Examination questions 94
References 94
Further reading 96
Web links 96
3 The Internet macro environment 97
Learning objectives / Questions lor marketers /
Links to other chapters 97
Introduction 98
Social factors 99
Social exclusion 100
Legal and ethical issues of Internet usage 101
I Privacy legislation 101
I Other e commerce legislation 113
i Technological factors 116
i Alternative digital technologies 120
i Digital radio 129
I Security 131
CONTENTS
Economic factors 136 j
Globalisation 137 j
Political factors 138 i
Internet governance 139 |
Taxation 140 j
Tax jurisdiction 140 |
Case Study 3 Boo hoo learning from the largest !
European dot com failure 141 !
Summary 144 j
Exercises 144 j
Self assessment exercises 144 j
Essay and discussion questions 144 j
Examination questions 145 j
References 145
Further reading 146
Web links 147 j
Part 2
INTERNET STRATEGY DEVELOPMENT
U Internet marketing strategy 151
Learning objectives / Questions for marketers /
Links to other chapters 151
Introduction 152
Internet strategy is a channel marketing strategy 152
The scope of Internet marketing strategy 153
An integrated Internet marketing strategy 154
Is a separate Internet marketing plan needed? 154
A generic strategic approach 157
Situation review 160
Internal audit or analysis 160
External audits or analysis 166
Strategic goal setting 168
Frameworks for objective setting 172
Strategy formulation 174
Decision 1: Market and product development
strategies 176
Decision 2: Business and revenue models strategies 179
Decision 3: Target marketing strategy 180
Decision 4: Positioning and differentiation
strategy (including the marketing mix) 185
Decision 5: Multi channel distribution strategy 191 ;
Decision 6: Multi channel communications i
strategy 194
Decision 7: Online communications mix and budget 196 j
Decision 8: Organisational capabilities (7S) 197 j
Strategy implementation 204 i
Case Study L Tesco.com uses the Internet to j
support its diversification strategy 207 I
Summary 209
Exercises 210
Self assessment exercises 210
Essay and discussion questions 210
Examination questions 211
References 211
Further reading 213
Web links 213
5 The Internet and the marketing mix 214
Learning objectives / Questions for marketers /
Links to other chapters 21A
i Introduction 215
i Product 217
i The Long tail concept 223
i The Internet and branding 224
i The importance of brand online 229
| Price 231
¦ 1 Increased price transparency 231
I 2 Downward pressure on price 233
I 3 New pricing approaches (including auctions) 235
! 4 Alternative pricing structure or policies 237
Place 237
j 1 Place of purchase 238
j 2 New channel structures 240
I 3 Channel conflicts 240
i 4 Virtual organisations 242
j Promotion 243
I People, process and physical evidence 245
! People 245
! Process 248
i Physical evidence 248
j Case Study 5 The re launched Napster changes
j the music marketing mix 248
I Summary 251
I Exercises 252
i Self assessment exercises 252
i Essay and discussion questions 252
; Examination questions 252
| References 253
! Further reading 255
; Web links 255
!6 Relationship marketing using the
j Internet 256
; Learning objectives / Questions for marketers /
; Links to other chapters 256
Introduction 257
Key concepts of relationship marketing 258
Benefits of relationship marketing 258 j
Differentiating customers by value 260 ;
Key concepts of electronic customer relationship I
management (e CRM) 262
Benefits of e CRM 263 j
Marketing applications of CRM 264 ;
CRM technologies and data 264 ;
Customer lifecycle management 267 j
Permission marketing 268 j
Personalisation and mass customisation 270 j
Online and multi channel service quality 272 j
Approaches to implementing e CRM 272 i
Stage 1: Attract new and existing customers to site 273 i
Stage 2a: Incentivise visitors to action 273 i
Stage 2b: Capture customer information to i
maintain relationship 273 i
Stage 3: Maintain dialogue using online i
communication 275 i
Stage 4: Maintain dialogue using offline i
communication 276 i
The IDIC approach to relationship building 277 i
Techniques for managing customer activity and ;
value 278 i
Lifetime value modelling 278 ;
Loyalty schemes 286 I
Virtual communities 288 ;
Customer experience the missing element ;
required for customer loyalty 290 !
Case Study 6 Boots mine diamonds in their
customer data 291 j
Summary 293 i
Exercises 294
Self assessment exercises 294 ;
Essay and discussion questions 294 ;
Examination questions 294
References 295
Further reading 296
Web links 296
Part 3
INTERNET MARKETING:
IMPLEMENTATION AND PRACTICE
7 Delivering the online customer
experience 301
Learning objectives / Questions lor marketers /
Links to other chapters 301
Introduction 302
Planning web site design and build 304
Who is involved in a web site project? 306
CONTENTS
Web site prototyping 308
Initiation of the web site project 309
Domain name registration 309
Selecting an Internet service provider (ISP) 310
Researching site users requirements 312
Usability 312
Web accessibility 314
Localisation 317
Reviewing competitors web sites 317
Designing the information architecture 318
Designing the user experience 322
Developing customer oriented content 323
Marketing led site design 324
Elements of site design 324
Site design and structure 324
Page design 332
Content design 332
Development and testing of content 334
Testing content 334
Tools for web site development and testing 334
: Promote site 335
Service quality 335
Tangibles 336
Reliability 337
Responsiveness 337
Assurance 338
i Empathy 338
! The relationship between service quality, customer
; satisfaction and loyalty 339
: Case Study 7 Refining the online customer
i experienceatdabs.com 341
I Summary 343
| Exercises 344
I Self assessment exercises 344
I Essay and discussion questions 345
: Examination questions 345
¦ References 345
: Further reading 347
[ Web links 347
; 8 Interactive marketing communications 348
Learning objectives/Questions lor marketers/
I Links to other chapters 348
: Introduction 349
; The characteristics of interactive marketing
: communications 350
; Differences in advertising between traditional and
j digital media 354
: Integrated Internet marketing communications 357
I Integration through time 360
¦ Campaign response mechanics 362
CONTENTS
Objectives and measurement for interactive |
marketing communications 363 j
Conversion marketing objectives 365 j
Timescales for objective setting 366 j
Campaign cost objectives 367 |
Offline promotion techniques 370 !
Advantages and disadvantages of using offline I
communications to support e commerce 371 ;
Incidental and specific advertising of the online I
presence 371 I
Public relations 372 !
Direct marketing 372 j
Other physical reminders 372 I
Word of mouth 373 |
Online promotion techniques 373 j
1 Search engine marketing 373 I
(a) Search engine optimisation (SEO) 376 I
|b) Pay per click IPPC) search marketing 381 j
(c) Trusted feed 383 j
2 Online PR 384 ]
What is PR? 384 j
What is online PR? 385
Differences between online PR and traditional PR 385
Online PR activities 386
3 Online partnerships 388
(a) Affiliate marketing 388
(b) Online sponsorship 390
U Interactive advertising 391
Fundamentals of online advertising 391
The purpose of interactive advertising 392
Measurement of interactive ad effectiveness 393
Interactive ad targeting options 393
Interactive ad formats 394
Making banner advertising work 395
Buying advertising 395
5 E mail marketing 397
Opt in e mail options for customer acquisition 398
Opt in e mail options for prospect conversion and
customer retention (house list] 398
E mail marketing success factors 399
Managing inbound e mail communications 400
6 Viral marketing 400 j
On site promotional techniques 402 ;
Selecting the optimal communications mix 403 ;
Case Study 8 Making FMCG brands sizzle online 407
Summary 409 j
Exercises 410 j
Self assessment exercises 410 I
Essay and discussion questions 411 I
Examination questions 411 I
References 411
Further reading 413
Web links 413
9 Maintaining and monitoring the online
presence 415
Learning objectives /Questions for marketers/
Links to other chapters 415
Introduction 416
Performance management for Internet marketing 417
Stage 1: Creating a performance management
system 418
Stage 2: Defining the performance metrics
framework 420
Stage 3: Tools and techniques for collecting
metrics and summarising results 424
j The maintenance process 433
: How often should material be updated? 434
i Responsibilities in web site maintenance 435
i Who owns the process? 435
i Who owns the content? 438
i Who owns the format? 438
i Who owns the technology? 438
I Content management 440
j Case Study 9 Learning from Amazon s culture
j of metrics 441
! Summary 446
: Exercises 447
i Self assessment exercises 447
j Essay and discussion questions 448
i Examination questions 448
j References 448
I Further reading 449
i Web links 449
I 10 Business to consumer Internet
j marketing 451
j Learning objectives / Questions for marketers /
I Links to other chapters 451
j Introduction 452
: Key themes and concepts 452
; Online customers 453
; Who are the online customers? 453
; Online customers expectations and motivations 457
i E retailing 462
: Development of e retailing 462
E retailing: the virtual channel 467
E retail activities 467
Information functions 467
Interactive functions 468
Who are the e retailers and what are they selling? 469 j
Implications for e retait marketing strategy 472 I
Case Study 10 lastminute.com: establishing and i
maintaining a competitive position 478 j
Summary 480 i
Exercises 481 i
Self assessment exercises 481 j
Essay and discussion questions 481 j
Examination questions 481 i
References 481 ;
Further reading 483 ;
Web links 483 ;
11 Business to business Internet i
marketing 484
Learning objectives /Questions for marketers / i
Links to other chapters 484 i
Introduction 485 !
Key themes and concepts 485 j
B2Be context 486 j
Online environment analysis 486 ;
CONTENTS
j Commercial exchanges in B2B markets 493
: The electronic marketplace 493
i How organisations are using Internet technologies 495
i Trading relationships in B2B markets 501
; The exchange process 502
: The buying function 502
i Trading partnerships 503
i Digital marketing strategies 504
: Case Study 11 Growth, volume and dispersion of
i electronic markets 506
I Summary 510
: Exercises 511
; Self assessment exercises 511
; Essay and discussion question 511
! Examination question 511
i References 511
i Further reading 513
! Web links 513
i Glossary 514
! Index 534
|
| adam_txt |
^^^H Brief contents
Preface xiii
Guided tour xxii
About the authors xxv
Acknowledgements xxvi
Part 1 Internet marketing fundamentals
1 An introduction to Internet marketing 3
2 The Internet micro environment 41
3 The Internet macro environment 97
Part 2 Internet strategy development
U Internet marketing strategy 151
5 The Internet and the marketing mix 214
6 Relationship marketing using the Internet 256
Part 3 Internet marketing: implementation and practice
7 Delivering the online customer experience 301
8 Interactive marketing communications 348
9 Maintaining and monitoring the online presence 415
10 Business to consumer Internet marketing 451
11 Business to business Internet marketing 484
Glossary 514
Index 534
^^^^H Contents
Preface xiii ]
Guided tour xxii j
About the authors xxv i
Acknowledgements xxvi j
Part 1 !
INTERNET MARKETING FUNDAMENTALS j
1 An introduction to Internet marketing 3 I
Learning objectives / Questions for marketers / i
Links to other chapters 3 ;
Introduction how significant is the Internet for j
marketing? 4 i
Marketing applications of Internet marketing 5 j
Our changing media consumption 6 i
Our changing buyer behaviour 7 i
What is Internet marketing? 8 j
E marketing defined 9 j
Digital marketing defined 10 j
E commerce and e business defined 11 j
E business defined 11 i
Business or consumer model? 12 j
What benefits does the Internet provide for the j
marketer? 14 i
A strategic approach to Internet marketing 18 i
How do Internet marketing communications differ !
from traditional marketing communications? 20 j
A short introduction to Internet technology 26 j
How does the Internet work? 27 :
From the Internet to intranets and extranets 32 i
Case Study 1 eBay thrives in the global i
marketplace 33 j
Summary 37 i
Exercises 38 j
Self assessment exercises 38 i
Essay and discussion questions 38 i
Examination questions 38 \
References 39 i
Further reading 39 j
Web links 40 \
2 The Internet micro environment 41 I
Learning objectives / Questions for marketers / \
Links to other chapters 41 j
i Introduction 42
i Different environment components A3
i Marketplace 45
i Competitive forces 46
! Value creation and value chain analysis 49
! New channel structures 53
I Location of trading in marketplace 57
I Commercial arrangement for transactions 58
! Business models in e commerce 59
i Revenue models 61
\ Customers 61
! Assessing demand for e commerce services 62
¦ Online demand for business services 72
I Online buyer behaviour 74
Customer persona and scenario analysis 75
Multi channel customer experiences 77
Models of online buyer behaviour 78
Competitors 85
Suppliers 86
Intermediaries 86
Case Study 2 Zopa launches a new lending model 90
; Summary 92
i Exercises 93
! Self assessment exercises 93
I Essay and discussion questions 93
: Examination questions 94
References 94
Further reading 96
Web links 96
3 The Internet macro environment 97
Learning objectives / Questions lor marketers /
Links to other chapters 97
Introduction 98
Social factors 99
Social exclusion 100
Legal and ethical issues of Internet usage 101
I Privacy legislation 101
I Other e commerce legislation 113
i Technological factors 116
i Alternative digital technologies 120
i Digital radio 129
I Security 131
CONTENTS
Economic factors 136 j
Globalisation 137 j
Political factors 138 i
Internet governance 139 |
Taxation 140 j
Tax jurisdiction 140 |
Case Study 3 Boo hoo learning from the largest !
European dot com failure 141 !
Summary 144 j
Exercises 144 j
Self assessment exercises 144 j
Essay and discussion questions 144 j
Examination questions 145 j
References 145 \
Further reading 146 \
Web links 147 j
Part 2 \
INTERNET STRATEGY DEVELOPMENT \
U Internet marketing strategy 151
Learning objectives / Questions for marketers /
Links to other chapters 151
Introduction 152
Internet strategy is a channel marketing strategy 152
The scope of Internet marketing strategy 153
An integrated Internet marketing strategy 154
Is a separate Internet marketing plan needed? 154
A generic strategic approach 157
Situation review 160
Internal audit or analysis 160
External audits or analysis 166
Strategic goal setting 168
Frameworks for objective setting 172
Strategy formulation 174
Decision 1: Market and product development
strategies 176
Decision 2: Business and revenue models strategies 179
Decision 3: Target marketing strategy 180
Decision 4: Positioning and differentiation
strategy (including the marketing mix) 185 \
Decision 5: Multi channel distribution strategy 191 ;
Decision 6: Multi channel communications i
strategy 194 \
Decision 7: Online communications mix and budget 196 j
Decision 8: Organisational capabilities (7S) 197 j
Strategy implementation 204 i
Case Study L Tesco.com uses the Internet to j
support its diversification strategy 207 I
Summary 209
Exercises 210
Self assessment exercises 210
Essay and discussion questions 210
Examination questions 211
References 211
Further reading 213
Web links 213
5 The Internet and the marketing mix 214
Learning objectives / Questions for marketers /
Links to other chapters 21A
i Introduction 215
i Product 217
i The Long tail concept 223
i The Internet and branding 224
i The importance of brand online 229
| Price 231
¦ 1 Increased price transparency 231
I 2 Downward pressure on price 233
I 3 New pricing approaches (including auctions) 235
! 4 Alternative pricing structure or policies 237
\ Place 237
j 1 Place of purchase 238
j 2 New channel structures 240
I 3 Channel conflicts 240
i 4 Virtual organisations 242
j Promotion 243
I People, process and physical evidence 245
! People 245
! Process 248
i Physical evidence 248
j Case Study 5 The re launched Napster changes
j the music marketing mix 248
I Summary 251
I Exercises 252
i Self assessment exercises 252
i Essay and discussion questions 252
; Examination questions 252
| References 253
! Further reading 255
; Web links 255
!6 Relationship marketing using the
j Internet 256
; Learning objectives / Questions for marketers /
; Links to other chapters 256
Introduction 257
Key concepts of relationship marketing 258
Benefits of relationship marketing 258 j
Differentiating customers by value 260 ;
Key concepts of electronic customer relationship I
management (e CRM) 262 \
Benefits of e CRM 263 j
Marketing applications of CRM 264 ;
CRM technologies and data 264 ;
Customer lifecycle management 267 j
Permission marketing 268 j
Personalisation and mass customisation 270 j
Online and multi channel service quality 272 j
Approaches to implementing e CRM 272 i
Stage 1: Attract new and existing customers to site 273 i
Stage 2a: Incentivise visitors to action 273 i
Stage 2b: Capture customer information to i
maintain relationship 273 i
Stage 3: Maintain dialogue using online i
communication 275 i
Stage 4: Maintain dialogue using offline i
communication 276 i
The IDIC approach to relationship building 277 i
Techniques for managing customer activity and ;
value 278 i
Lifetime value modelling 278 ;
Loyalty schemes 286 I
Virtual communities 288 ;
Customer experience the missing element ;
required for customer loyalty 290 !
Case Study 6 Boots mine diamonds in their
customer data 291 j
Summary 293 i
Exercises 294 \
Self assessment exercises 294 ;
Essay and discussion questions 294 ;
Examination questions 294
References 295
Further reading 296
Web links 296
Part 3
INTERNET MARKETING:
IMPLEMENTATION AND PRACTICE
7 Delivering the online customer
experience 301
Learning objectives / Questions lor marketers /
Links to other chapters 301
Introduction 302
Planning web site design and build 304
Who is involved in a web site project? 306
CONTENTS
Web site prototyping 308
Initiation of the web site project 309
Domain name registration 309
Selecting an Internet service provider (ISP) 310
Researching site users'requirements 312
Usability 312
Web accessibility 314
Localisation 317
Reviewing competitors'web sites 317
Designing the information architecture 318
Designing the user experience 322
Developing customer oriented content 323
Marketing led site design 324
Elements of site design 324
Site design and structure 324
Page design 332
Content design 332
Development and testing of content 334
Testing content 334
Tools for web site development and testing 334
: Promote site 335
Service quality 335
Tangibles 336
Reliability 337
Responsiveness 337
Assurance 338
i Empathy 338
! The relationship between service quality, customer
; satisfaction and loyalty 339
: Case Study 7 Refining the online customer
i experienceatdabs.com 341
I Summary 343
| Exercises 344
I Self assessment exercises 344
I Essay and discussion questions 345
: Examination questions 345
¦ References 345
: Further reading 347
[ Web links 347
; 8 Interactive marketing communications 348
\ Learning objectives/Questions lor marketers/
I Links to other chapters 348
: Introduction 349
; The characteristics of interactive marketing
: communications 350
; Differences in advertising between traditional and
j digital media 354
: Integrated Internet marketing communications 357
I Integration through time 360
¦ Campaign response mechanics 362
CONTENTS
Objectives and measurement for interactive |
marketing communications 363 j
Conversion marketing objectives 365 j
Timescales for objective setting 366 j
Campaign cost objectives 367 |
Offline promotion techniques 370 !
Advantages and disadvantages of using offline I
communications to support e commerce 371 ;
Incidental and specific advertising of the online I
presence 371 I
Public relations 372 !
Direct marketing 372 j
Other physical reminders 372 I
Word of mouth 373 |
Online promotion techniques 373 j
1 Search engine marketing 373 I
(a) Search engine optimisation (SEO) 376 I
|b) Pay per click IPPC) search marketing 381 j
(c) Trusted feed 383 j
2 Online PR 384 ]
What is PR? 384 j
What is online PR? 385 \
Differences between online PR and traditional PR 385
Online PR activities 386
3 Online partnerships 388
(a) Affiliate marketing 388
(b) Online sponsorship 390
U Interactive advertising 391
Fundamentals of online advertising 391
The purpose of interactive advertising 392
Measurement of interactive ad effectiveness 393
Interactive ad targeting options 393
Interactive ad formats 394
Making banner advertising work 395
Buying advertising 395
5 E mail marketing 397
Opt in e mail options for customer acquisition 398
Opt in e mail options for prospect conversion and
customer retention (house list] 398
E mail marketing success factors 399
Managing inbound e mail communications 400
6 Viral marketing 400 j
On site promotional techniques 402 ;
Selecting the optimal communications mix 403 ;
Case Study 8 Making FMCG brands sizzle online 407 \
Summary 409 j
Exercises 410 j
Self assessment exercises 410 I
Essay and discussion questions 411 I
Examination questions 411 I
References 411
Further reading 413
Web links 413
9 Maintaining and monitoring the online
presence 415
Learning objectives /Questions for marketers/
Links to other chapters 415
Introduction 416
Performance management for Internet marketing 417
Stage 1: Creating a performance management
system 418
Stage 2: Defining the performance metrics
framework 420
Stage 3: Tools and techniques for collecting
metrics and summarising results 424
j The maintenance process 433
: How often should material be updated? 434
i Responsibilities in web site maintenance 435
i Who owns the process? 435
i Who owns the content? 438
i Who owns the format? 438
i Who owns the technology? 438
I Content management 440
j Case Study 9 Learning from Amazon's culture
j of metrics 441
! Summary 446
: Exercises 447
i Self assessment exercises 447
j Essay and discussion questions 448
i Examination questions 448
j References 448
I Further reading 449
i Web links 449
I 10 Business to consumer Internet
j marketing 451
j Learning objectives / Questions for marketers /
I Links to other chapters 451
j Introduction 452
: Key themes and concepts 452
; Online customers 453
; Who are the online customers? 453
; Online customers' expectations and motivations 457
i E retailing 462
: Development of e retailing 462
E retailing: the virtual channel 467
E retail activities 467
Information functions 467
Interactive functions 468
Who are the e retailers and what are they selling? 469 j
Implications for e retait marketing strategy 472 I
Case Study 10 lastminute.com: establishing and i
maintaining a competitive position 478 j
Summary 480 i
Exercises 481 i
Self assessment exercises 481 j
Essay and discussion questions 481 j
Examination questions 481 i
References 481 ;
Further reading 483 ;
Web links 483 ;
11 Business to business Internet i
marketing 484 \
Learning objectives /Questions for marketers / i
Links to other chapters 484 i
Introduction 485 !
Key themes and concepts 485 j
B2Be context 486 j
Online environment analysis 486 ;
CONTENTS
j Commercial exchanges in B2B markets 493
: The electronic marketplace 493
i How organisations are using Internet technologies 495
i Trading relationships in B2B markets 501
; The exchange process 502
: The buying function 502
i Trading partnerships 503
i Digital marketing strategies 504
: Case Study 11 Growth, volume and dispersion of
i electronic markets 506
I Summary 510
: Exercises 511
; Self assessment exercises 511
; Essay and discussion question 511
! Examination question 511
i References 511
i Further reading 513
! Web links 513
i Glossary 514
! Index 534 |
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| discipline | Wirtschaftswissenschaften |
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| edition | 3. ed. |
| format | Book |
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| genre | (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV022943425 |
| illustrated | Illustrated |
| index_date | 2024-07-02T18:58:54Z |
| indexdate | 2024-07-09T21:08:13Z |
| institution | BVB |
| isbn | 0273694057 9780273694052 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016148041 |
| oclc_num | 64742532 |
| open_access_boolean | |
| owner | DE-92 DE-N2 DE-11 |
| owner_facet | DE-92 DE-N2 DE-11 |
| physical | XXVIII, 550 S. Ill., graph. Darst. |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | Prentice Hall |
| record_format | marc |
| spelling | Internet marketing strategy, implementation and practice Dave Chaffey ... 3. ed. Harlow Prentice Hall 2006 XXVIII, 550 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Internet marketing Online-Marketing (DE-588)7706419-7 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Online-Marketing (DE-588)7706419-7 s DE-604 Chaffey, Dave 1963- Sonstige (DE-588)131879537 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016148041&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Internet marketing strategy, implementation and practice Internet marketing Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4123623-3 |
| title | Internet marketing strategy, implementation and practice |
| title_auth | Internet marketing strategy, implementation and practice |
| title_exact_search | Internet marketing strategy, implementation and practice |
| title_exact_search_txtP | Internet marketing strategy, implementation and practice |
| title_full | Internet marketing strategy, implementation and practice Dave Chaffey ... |
| title_fullStr | Internet marketing strategy, implementation and practice Dave Chaffey ... |
| title_full_unstemmed | Internet marketing strategy, implementation and practice Dave Chaffey ... |
| title_short | Internet marketing |
| title_sort | internet marketing strategy implementation and practice |
| title_sub | strategy, implementation and practice |
| topic | Internet marketing Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Internet marketing Online-Marketing Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016148041&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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