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Bibliographic Details
Main Authors:	Strauss, Judy (Author), Frost, Raymond 1960- (Author)
Format:	Book
Language:	English
Published:	Upper Saddle River, NJ Pearson Education Internat. 2009
Edition:	5. ed., internat. ed.
Subjects:	Commerce électronique Marketing sur Internet Publicité sur Internet Internet Marketing Online-Marketing
Online Access:	Inhaltsverzeichnis
Physical Description:	XXI, 430 S. Ill., graph. Darst.
ISBN:	0132461846 9780132461849

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MARC


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adam_text	CONTENTS Preface xv About the Authors xxi PART 1 Е -Marketing in Context 1 Chapter 1 Past, Present, and Future 3 Е -Marketing Landscape 5 What Works? 5 Internet 101 6 Е -Marketing Is Bigger Than the Web 6 Е -Marketing Is Bigger Than Technology 7 Е -Marketing s Past: Web 1.0 9 The E Drops from E-Marketing 11 Marketing Implications of Internet Technologies 12 Е -Marketing Today: Web 2.0 13 The Future: Web 3.0 15 Consumers in Control — But Not Complete Control 15 Appliance Convergence 16 Traditional and Social Media Lose Their Distinction 18 Wireless Networking Increases 19 Semantic Web 19 What Will Characterize Web 3.0? 20 Read On 21 Chapter 2 Strategic Е -Marketing and Performance Metrics 23 Strategic Planning 25 Environment, Strategy, and Performance 25 Strategy 26 From Strategy to Electronic Strategy 27 From Business Models to E-Business Models 27 E-Business Models 28 Value and Revenue 28 Menu of Strategic E-Business Models 29 Performance Metrics 35 Web Analytics 36 Social Engagement Metrics 36 VII viii Contents The Balanced Scorecard 37 Four Perspectives 37 Applying the Balanced Scorecard to E-Business and E-Marketing 38 Balanced Scorecard for Raytheon s E-Business 42 Chapter 3 The Е -Marketing Plan 44 Overview of the Е -Marketing Planning Process 46 Creating an Е -Marketing Plan 46 The Napkin Plan 47 The Venture Capital Е -Marketing Plan 47 A Seven-Step Е -Marketing Plan 48 Step 1— Situation Analysis 49 Step 2— Е -Marketing Strategic Planning 51 Step 3— Objectives 52 Step 4— Е -Marketing Strategies 52 The Offer: Product Strategies 53 The Value: Pricing Strategies 53 Distribution Strategies 54 Marketing Communication Strategies 54 Relationship Management Strategies 54 Step 5— Implementation Plan 54 Step 6— Budget 55 Revenue Forecast 55 Е -Marketing Costs 56 Step 7— Evaluation Plan 56 PART 2 Е -Marketing Environment 59 Chapter 4 A World of Е -Marketing Opportunities 61 Overview of Global Е -Marketing Issues 63 Global Markets 64 Emerging Economies 66 Importance of Information Technology 67 Country and Market Opportunity Analysis 68 Market Similarity 68 E-Commerce Payment and Trust Issues 70 Technological Readiness Influences Marketing 73 Computers and Telephones 73 Internet Connection Costs 75 Contents ix Connection Speeds and Web Site Design: Broadband s Influence 77 Electricity Problems 79 Wireless Internet Access 79 The Digital Divide 81 China: A View of the Future 85 Chapter 5 Ethical and Legal Issues 90 Overview of Ethics and Legal Issues 92 Ethics and Ethical Codes 93 The Problem of Self-Regulation 94 Privacy 95 Privacy Within Digital Contexts 96 International Privacy Issues 100 Digital Property 101 Patents 101 Copyright 102 Trademarks 104 Licenses 105 Trade Secrets 107 Data Ownership 107 Online Expression 108 Emerging Issues 110 Online Governance and ICANN 111 Jurisdiction 111 Fraud 112 PART3 Е -Marketing Strategy 115 Chapter 6 Е -Marketing Research 117 Data Drive Strategy 119 Marketing Knowledge Management 121 The Electronic Marketing Information System 121 Source 1: Internal Records 123 Source 2: Secondary Data 125 Source 3: Primary Data 130 Monitoring the Social Media 140 Other Technology-Enabled Approaches 143 Client-Side Data Collection 144 Server-Side Data Collection 144 Contents Real-Space Approaches 145 Marketing Databases and Data Warehouses 146 Data Analysis and Distribution 147 Knowledge Management Metrics 148 Chapter 7 Consumer Behavior Online 152 Consumers in the Twenty-First Century 154 Inside the Internet Exchange Process 155 Technological Context 156 Social and Cultural Contexts 159 Legal Context 162 Individual Characteristics and Resources 163 Internet Exchange 165 Exchange Outcomes 165 Chapter 8 Segmentation and Targeting Strategies 171 Segmentation and Targeting Overview 173 Three Markets 173 Business Market 174 Government Market 175 Consumer Market 176 Market Segmentation Bases and Variables 176 Geographic Segments 177 Important Geographic Segments for E-Marketing 177 Demographic Segments 179 Psychographic Segments 183 Behavior Segments 187 Targeting Online Customers 191 Chapter 9 Differentiation and Positioning Strategies 194 Differentiation 196 Differentiation Dimensions 196 Differentiation Strategies 200 Bases and Strategies for Positioning 202 Product or Service Attribute 202 Technology Positioning 203 Benefit Positioning 203 User Category 203 Competitor Positioning 204 Contents xi Integrator Positioning 204 Repositioning Strategies 206 PART 4 Е -Marketing Management 209 Chapter 10 Product: The Online Offer 211 Many Products Capitalize on Internet Properties 214 Creating Customer Value Online 215 Product Benefits 215 Attributes 215 Branding 216 Support Services 224 Labeling 225 Е -Marketing Enhanced Product Development 225 Customer Codesign 226 Internet Properties Spawn Other Opportunities 227 New-Product Strategies for E-Marketing 228 Chapter 11 Pricing: The Online Value 231 The Internet Changes Pricing Strategies 233 Buyer and Seller Perspectives 233 Buyer View 233 Seller View 236 Payment Options 243 Pricing Strategies 247 Fixed Pricing 247 Dynamic Pricing 248 Renting Software 251 Chapter 12 The Internet for Distribution 254 Distribution Channel Overview 256 Online Channel Intermediaries 257 Content Sponsorship 258 Infomediary 259 Intermediary Models 260 Distribution Channel Length and Functions 267 Functions of a Distribution Channel 267 Distribution System 274 Channel Management and Power 276 xii Contents Distribution Channel Metrics 277 B2C Market 277 B2B Market 278 Chapter 13 Е -Marketing Communication Tools 281 Е -Marketing Communication 283 Integrated Marketing Communication (IMC) 283 Marketing Communication Tools 284 IMC Goals and Strategies 285 Branding Versus Direct Response 286 Internet Advertising 286 Trends in Internet Advertising 287 Internet Advertising Formats 288 Marketing Public Relations (MPR) 294 Web Site 295 Online Events 296 Podcasts 297 Build a Buzz Online 297 Sales Promotion Offers 299 Sampling 300 Contests, Sweepstakes, and Games 300 Sales Promotion Metrics 302 Direct Marketing 302 E-Mail 303 Permission Marketing: Opt-In, Opt-Out 306 Rules for Successful E-Mail Marketing 307 Viral Marketing 307 Text Messaging 308 Location-Based Marketing 310 Direct Marketing Metrics 310 Spam 311 Privacy 313 Personal Selling 313 IMC Metrics 315 Effectiveness Evidence 315 Chapter 14 New Digital Media 320 Marketing Communication Media 322 Media Characteristics 323 Contents xiii Digital Media 325 Search Engines as Reputation Aggregators 326 Online Communities 332 Blogs 337 Social Networks 341 Branding Goals in Digital and Physical Media 342 Which Media to Buy? 343 Effective Internet Buys 343 Efficient Internet Buys 344 Metrics Example 346 Chapter 15 Customer Relationship Management 350 Building Customer Relationships, 1:1 353 Relationship Marketing Defined 353 Stakeholders 354 Customer Relationship Management (CRM) 355 CRM Benefits 355 CRM s Facets 356 CRM Building Blocks 358 1. CRM Vision 358 2. CRM Strategy 361 3. Valued Customer Experience 363 4. Organizational Collaboration 363 5. CRM Processes 365 6. CRM Information 368 7. CRM Technology 370 8. CRM Metrics 379 Ten Rules for CRM Success 381 Appendix A Internet Penetration Worldwide in 2007 384 Appendix В 50 Social Media Sites Every Marketer Needs 390 Appendix С Glossary 394 Appendix D References 410 Index 417
adam_txt	CONTENTS Preface xv About the Authors xxi PART 1 Е -Marketing in Context 1 Chapter 1 Past, Present, and Future 3 Е -Marketing Landscape 5 What Works? 5 Internet 101 6 Е -Marketing Is Bigger Than the Web 6 Е -Marketing Is Bigger Than Technology 7 Е -Marketing's Past: Web 1.0 9 The "E" Drops from E-Marketing 11 Marketing Implications of Internet Technologies 12 Е -Marketing Today: Web 2.0 13 The Future: Web 3.0 15 Consumers in Control — But Not Complete Control 15 Appliance Convergence 16 Traditional and Social Media Lose Their Distinction 18 Wireless Networking Increases 19 Semantic Web 19 What Will Characterize Web 3.0? 20 Read On 21 Chapter 2 Strategic Е -Marketing and Performance Metrics 23 Strategic Planning 25 Environment, Strategy, and Performance 25 Strategy 26 From Strategy to Electronic Strategy 27 From Business Models to E-Business Models 27 E-Business Models 28 Value and Revenue 28 Menu of Strategic E-Business Models 29 Performance Metrics 35 Web Analytics 36 Social Engagement Metrics 36 VII viii Contents The Balanced Scorecard 37 Four Perspectives 37 Applying the Balanced Scorecard to E-Business and E-Marketing 38 Balanced Scorecard for Raytheon's E-Business 42 Chapter 3 The Е -Marketing Plan 44 Overview of the Е -Marketing Planning Process 46 Creating an Е -Marketing Plan 46 The Napkin Plan 47 The Venture Capital Е -Marketing Plan 47 A Seven-Step Е -Marketing Plan 48 Step 1— Situation Analysis 49 Step 2— Е -Marketing Strategic Planning 51 Step 3— Objectives 52 Step 4— Е -Marketing Strategies 52 The Offer: Product Strategies 53 The Value: Pricing Strategies 53 Distribution Strategies 54 Marketing Communication Strategies 54 Relationship Management Strategies 54 Step 5— Implementation Plan 54 Step 6— Budget 55 Revenue Forecast 55 Е -Marketing Costs 56 Step 7— Evaluation Plan 56 PART 2 Е -Marketing Environment 59 Chapter 4 A World of Е -Marketing Opportunities 61 Overview of Global Е -Marketing Issues 63 Global Markets 64 Emerging Economies 66 Importance of Information Technology 67 Country and Market Opportunity Analysis 68 Market Similarity 68 E-Commerce Payment and Trust Issues 70 Technological Readiness Influences Marketing 73 Computers and Telephones 73 Internet Connection Costs 75 Contents ix Connection Speeds and Web Site Design: Broadband's Influence 77 Electricity Problems 79 Wireless Internet Access 79 The Digital Divide 81 China: A View of the Future 85 Chapter 5 Ethical and Legal Issues 90 Overview of Ethics and Legal Issues 92 Ethics and Ethical Codes 93 The Problem of Self-Regulation 94 Privacy 95 Privacy Within Digital Contexts 96 International Privacy Issues 100 Digital Property 101 Patents 101 Copyright 102 Trademarks 104 Licenses 105 Trade Secrets 107 Data Ownership 107 Online Expression 108 Emerging Issues 110 Online Governance and ICANN 111 Jurisdiction 111 Fraud 112 PART3 Е -Marketing Strategy 115 Chapter 6 Е -Marketing Research 117 Data Drive Strategy 119 Marketing Knowledge Management 121 The Electronic Marketing Information System 121 Source 1: Internal Records 123 Source 2: Secondary Data 125 Source 3: Primary Data 130 Monitoring the Social Media 140 Other Technology-Enabled Approaches 143 Client-Side Data Collection 144 Server-Side Data Collection 144 Contents Real-Space Approaches 145 Marketing Databases and Data Warehouses 146 Data Analysis and Distribution 147 Knowledge Management Metrics 148 Chapter 7 Consumer Behavior Online 152 Consumers in the Twenty-First Century 154 Inside the Internet Exchange Process 155 Technological Context 156 Social and Cultural Contexts 159 Legal Context 162 Individual Characteristics and Resources 163 Internet Exchange 165 Exchange Outcomes 165 Chapter 8 Segmentation and Targeting Strategies 171 Segmentation and Targeting Overview 173 Three Markets 173 Business Market 174 Government Market 175 Consumer Market 176 Market Segmentation Bases and Variables 176 Geographic Segments 177 Important Geographic Segments for E-Marketing 177 Demographic Segments 179 Psychographic Segments 183 Behavior Segments 187 Targeting Online Customers 191 Chapter 9 Differentiation and Positioning Strategies 194 Differentiation 196 Differentiation Dimensions 196 Differentiation Strategies 200 Bases and Strategies for Positioning 202 Product or Service Attribute 202 Technology Positioning 203 Benefit Positioning 203 User Category 203 Competitor Positioning 204 Contents xi Integrator Positioning 204 Repositioning Strategies 206 PART 4 Е -Marketing Management 209 Chapter 10 Product: The Online Offer 211 Many Products Capitalize on Internet Properties 214 Creating Customer Value Online 215 Product Benefits 215 Attributes 215 Branding 216 Support Services 224 Labeling 225 Е -Marketing Enhanced Product Development 225 Customer Codesign 226 Internet Properties Spawn Other Opportunities 227 New-Product Strategies for E-Marketing 228 Chapter 11 Pricing: The Online Value 231 The Internet Changes Pricing Strategies 233 Buyer and Seller Perspectives 233 Buyer View 233 Seller View 236 Payment Options 243 Pricing Strategies 247 Fixed Pricing 247 Dynamic Pricing 248 Renting Software 251 Chapter 12 The Internet for Distribution 254 Distribution Channel Overview 256 Online Channel Intermediaries 257 Content Sponsorship 258 Infomediary 259 Intermediary Models 260 Distribution Channel Length and Functions 267 Functions of a Distribution Channel 267 Distribution System 274 Channel Management and Power 276 xii Contents Distribution Channel Metrics 277 B2C Market 277 B2B Market 278 Chapter 13 Е -Marketing Communication Tools 281 Е -Marketing Communication 283 Integrated Marketing Communication (IMC) 283 Marketing Communication Tools 284 IMC Goals and Strategies 285 Branding Versus Direct Response 286 Internet Advertising 286 Trends in Internet Advertising 287 Internet Advertising Formats 288 Marketing Public Relations (MPR) 294 Web Site 295 Online Events 296 Podcasts 297 Build a Buzz Online 297 Sales Promotion Offers 299 Sampling 300 Contests, Sweepstakes, and Games 300 Sales Promotion Metrics 302 Direct Marketing 302 E-Mail 303 Permission Marketing: Opt-In, Opt-Out 306 Rules for Successful E-Mail Marketing 307 Viral Marketing 307 Text Messaging 308 Location-Based Marketing 310 Direct Marketing Metrics 310 Spam 311 Privacy 313 Personal Selling 313 IMC Metrics 315 Effectiveness Evidence 315 Chapter 14 New Digital Media 320 Marketing Communication Media 322 Media Characteristics 323 Contents xiii Digital Media 325 Search Engines as Reputation Aggregators 326 Online Communities 332 Blogs 337 Social Networks 341 Branding Goals in Digital and Physical Media 342 Which Media to Buy? 343 Effective Internet Buys 343 Efficient Internet Buys 344 Metrics Example 346 Chapter 15 Customer Relationship Management 350 Building Customer Relationships, 1:1 353 Relationship Marketing Defined 353 Stakeholders 354 Customer Relationship Management (CRM) 355 CRM Benefits 355 CRM's Facets 356 CRM Building Blocks 358 1. CRM Vision 358 2. CRM Strategy 361 3. Valued Customer Experience 363 4. Organizational Collaboration 363 5. CRM Processes 365 6. CRM Information 368 7. CRM Technology 370 8. CRM Metrics 379 Ten Rules for CRM Success 381 Appendix A Internet Penetration Worldwide in 2007 384 Appendix В 50 Social Media Sites Every Marketer Needs 390 Appendix С Glossary 394 Appendix D References 410 Index 417
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title_full	E-marketing Judy Strauss ; Raymond Frost
title_fullStr	E-marketing Judy Strauss ; Raymond Frost
title_full_unstemmed	E-marketing Judy Strauss ; Raymond Frost
title_short	E-marketing
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topic	Commerce électronique ram Marketing sur Internet ram Publicité sur Internet ram Internet Marketing Online-Marketing (DE-588)7706419-7 gnd
topic_facet	Commerce électronique Marketing sur Internet Publicité sur Internet Internet Marketing Online-Marketing
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