Verfügbarkeit: Internet marketing

Internet marketing: strategy, implementation and practice

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Bibliographische Detailangaben
Format:	Buch
Sprache:	English
Veröffentlicht:	Harlow [u.a.] Prentice Hall 2009
Ausgabe:	4. ed.
Schlagworte:	Commerce électronique E-Business Internet Marketing sur Internet Marketing Online-Werbung Theorie Internet marketing Online-Marketing Electronic Commerce Lehrbuch Telemarketing Bibliografie
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	5. ed. u.d.T.: Chaffey, Dave: Digital marketing. - Literaturangaben
Beschreibung:	XXXI, 702 S. Ill., graph. Darst.
ISBN:	9780273717409 0273717405

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adam_text	Brief contents Preface Guided tour About the authors Acknowledgements XIII xxiv xxvi xxvii Internet marketing fundamentals 1 Introducing Internet marketing 2 The Internet micro-environment 3 The Internet macro-environment 1 2 48 127 Part 2 Internet strategy develoment 4 Internet marketing strategy 5 The Internet and the marketing mix 6 Relationship marketing using the Internet Internet marketing: implementation and practice 199 200 275 329 383 7 Delivering the online customer experience 8 Campaign planning for digital media 9 Marketing communications using digital media channels 10 Evaluation and improvement of digital channel performance 11 Business-to-consumer Internet marketing 12 Business-to-business Internet marketing Glossary Index 386 445 502 575 618 648 668 693 Contents Preface Guided tour About the authors Acknowledgements Internet marketing fundamentals 1 Introducing Internet marketing Learning objectives / Questions for marketers / Links to other chapters Introduction - how has the Internet transformed marketing? Digital marketing in practice The EConsultancy interview: Ted Speroni, Director, EMEA (Europe-Middle East and Asia), HP.com Definitions - what is Internet marketing and multichannel marketing? E-marketing defined Digital marketing defined E-commerce and e-business defined Introduction to digital marketing strategy Key features of Internet marketing strategy Applications of Internet marketing Digital marketing benefits Alternative digital business models Different forms of online presence Challenges in developing and managing Internet marketing strategy A strategic framework for developing Internet marketing strategy Introduction to digital marketing communications The relationship between digital and traditional communications The key types of digital media channels What benefits do digital media provide for the marketer? Key challenges of digital communications Case study 1 eBay thrives in the global marketplace Summary Exercises Self-assessment exercises Essay and discussion questions Examination questions References Further reading Web links xiii 2 The Internet micro-environment 48 xxiv Learning objectives / Questions for marketers / xxvi Links to other chapters 48 xxvii Introduction 49 Different environment components 49 Internal organisation characteristics and capabilities 51 Digital marketing in practice The EConsultancy interview: Martin Newman, 1 Head of E-commerce at fashion chain Ted Baker 51 j Online marketplace analysis 53 2 Resources for analysing the online marketplace 56 Customer analysis and consumer behaviour 57 2 Demand analysis and conversion modelling 57 Online demand for business services 72 3 Online consumer behaviour 74 1 Information/experience seeking behaviour models 75 2 Hierarchy of response buying process models 78 5 3 Multichannel buying models 82 4 Trust-based models 84 8 5 Social interaction communication models 86 9 Competitors 88 10 Suppliers 90 15 Intermediaries 91 16 Portals 96 16 Marketplace models 97 16 Competitive forces 98 17 Value creation and value chain analysis 100 20 New channel structures 106 22 Location of trading 109 Commercial arrangement for transactions 111 23 Business models in e-commerce 112 Revenue models 114 25 Case study 2 27 Zopa launches the peer-to-peer lending model 118 Summary 120 27 Exercises 28 Self-assessment exercises 121 Essay and discussion questions 121 31 Examination questions 121 38 References 122 Further reading 124 39 Web links 125 43 3 The Internet macro-environment 127 44 Learning objectives / Questions for marketers / 44 Links to other chapters 127 Introduction 128 45 Digital marketing in practice 46 The EConsultancy interview: Mike Clark, 47 Managing Director of GD Worldwide, supplier to the social network bands 128 viii Contents The rate of environment change 131 Strategic agility 131 Social factors 133 Social exclusion 134 Cultural factors 135 Environmental and green issues related to Internet usage 135 Legal and ethical issues of Internet usage 137 Legal activities can be considered unethical 138 Technological factors 156 A short introduction to Internet technology 156 How does the Internet work? 158 From the Internet to intranets and extranets 160 Web security 160 Alternative digital technologies 167 Assessing the marketing value of technology innovation 180 Economic factors 184 Globalisation 184 Political factors 186 Political control of online comparison intermediaries 187 Internet governance 188 Taxation 188 Tax jurisdiction 189 Case study 3 Boo hoo - learning from the largest European dot-com failure 189 Summary 192 Exercises Self-assessment exercises 192 Essay and discussion questions 193 Examination questions 193 References 193 Further reading 195 Web links 195 Internet strategy development 199 Internet marketing strategy 200 Learning objectives / Questions for marketers / Links to other chapters 200 Introduction 201 Internet strategy is a channel marketing strategy 201 The scope of Internet marketing strategy 202 Digital marketing in practice The EConsultancy interview: Sharon Shaw, Standard Life, on strategy and planning 204 An integrated Internet marketing strategy 207 Is a separate Internet marketing plan needed? 208 A generic strategic approach 210 Situation review 214 Internal audit or analysis 215 Strategic goal setting 222 Frameworks for objective setting 228 Strategy formulation 232 Decision 1: Market and product development strategies 234 Decision 2: Business and revenue models strategies 237 Decision 3: Target marketing strategy 239 Decision 4: Positioning and differentiation strategy (including the marketing mix) 244 Decision 5: Multichannel distribution strategy 251 Decision 6: Multichannel communications strategy 253 Decision 7: Online communications mix and budget 256 Decision 8: Organisational capabilities (7 S framework) 257 Strategy implementation 264 Case study 4 Tesco.com uses the Internet to support its diversification strategy Summary Exercises Self-assessment exercises Essay and discussion questions Examination questions References Further reading Web links 5 The Internet and the marketing mix Learning objectives / Questions for marketers / Links to other chapters Introduction Digital marketing in practice The EConsultancy interview: William Reeves, Chief Operating Officer, online DVD retailer LOVEFLM Product The long tail concept The Internet and branding The importance of brand online Price 1 Increased price transparency 2 Downward pressure on price 3 New pricing approaches (including auctions) 4 Alternative pricing structure or policies Place 1 Place of purchase 2 New channel structures 3 Channel conflicts 4 Virtual organisations Promotion People, process and physical evidence People Process Physical evidence Case study 5 The re-launched Napster changes the music marketing mix Summary Exercises Self-assessment exercises 267 269 270 270 271 271 273 273 275 275 276 278 280 288 289 294 295 296 299 303 306 306 307 310 311 312 314 315 316 318 319 319 323 324 Contents ix Essay and discussion questions 324 Examination questions 324 References 324 Further reading 327 Web links 328 6 Relationship marketing using the Internet 329 Learning objectives / Questions for marketers / Links to other chapters 329 Introduction 330 Digital marketing in practice The EConsultancy interview: Timo Soininen, CEO, Sulake (Habbo Hotel) 331 Key concepts of relationship marketing 333 Benefits of relationship marketing 334 Differentiating customers by value 335 Customer loyalty 336 The relationship between satisfaction and loyalty 337 Net Promoter Score 338 Key concepts of electronic customer relationship management (e-CRM) 339 Customer engagement 340 Benefits of e-CRM 341 Marketing applications of CRM 342 CRM technologies and data 342 Customer lifecycle management 344 Permission marketing 345 Right touching through online contact strategies 347 Personalisation and mass customisation 349 Online and multichannel service quality 350 Approaches to implementing e-CRM 350 Stage 1: Attract new and existing customers to site 350 Stage 2a: Incentivise visitors to action 351 Stage 2b: Capture customer information to maintain relationship 351 Stage 3: Maintain dialogue using online communication 354 Stage 4: Maintain dialogue using offline communication 355 The IDIC approach to relationship building 355 Techniques for managing customer activity and value 356 Lifetime value modelling 358 Loyalty schemes 369 Virtual communities and social networks 369 Marketing to consumers using independent social networks 372 Customer experience - the missing element required for customer loyalty 374 Case study 6 Dell gets closer to its customers online 375 Summary 377 Exercises Self-assessment exercises 378 Essay and discussion questions 379 Examination questions 379 References 379 Further reading 381 Web links 381 Internet marketing: implementation and practice 383 \| 7 Delivering the online customer experience 386 Learning objectives / Questions for marketers / Links to other chapters 386 Introduction 387 Digital marketing in practice The EConsultancy interview: Steve Nicholas, Assistant Director of E-commerce, Guess 389 Planning website design and build 391 Who is involved in a website project? 393 Website prototyping and agile software development 395 Initiation of the website project 397 Domain name registration 397 Selecting an Internet service provider 397 Researching site users requirements 399 Usability 400 Web accessibility 401 Localisation 404 Reviewing competitors websites 405 Designing the information architecture 406 Designing the user experience 411 Developing customer-oriented content 412 Marketing-led site design 413 Elements of site design 413 Development and testing of content 423 Testing content 423 Tools for website development and testing 423 Online retail merchandising 424 Promote site 428 Service quality 428 Tangibles 430 Reliability 431 Responsiveness 432 Assurance 432 Empathy 433 The relationship between service quality, customer satisfaction and loyalty 435 Case study 7 Refining the online customer experience at dabs.com 436 Summary 439 Exercises Self-assessment exercises 440 Essay and discussion questions 440 Examination questions 440 References 440 Further reading 443 Web links 443 8 Campaign planning for digital media 445 Learning objectives / Questions for marketers / Links to other chapters 445 Introduction 446 Contents Goals of interactive marketing communications 446 The structure of this chapter 447 Digital marketing in practice The EConsultancy interview: Matthew Finch, Warner Breaks, on silver surfers 448 The characteristics of digital media 450 Step 1. Goal setting and tracking for interactive marketing communications 457 Terminology for measuring digital campaigns 457 Examples of digital campaign measures 460 Conversion marketing value objectives 462 Step 2. Campaign insight 467 Customer insight for digital marketing campaigns 468 Step 3. Segmentation and targeting 470 Step 4. Offer, message development and creative 472 Step 5. Budgeting and selecting the digital media mix 475 1 Level of investment in digital media techniques in comparison to offline promotion 476 2 Selecting the right mix of digital media communications tools 480 3 Level of investment in digital assets 484 Step 6. Integration into overall media schedule or plan 487 Planning integrated marketing communications 488 Key activities in media selection and planning 489 Case study 8 A short history of Facebook 493 Summary 497 Exercises Self-assessment exercises 498 Essay and discussion questions 498 Examination questions 499 References 499 Further reading 501 Web links 501 9 Marketing communications using digital media channels 502 Learning objectives / Questions for marketers / Links to other chapters 502 Introduction 503 How is this chapter structured? 503 Digital marketing in practice The EConsultancy interview: Nick Robertson, CEO, ASOS, on the tension between affiliate and brand marketing 504 Search engine marketing 506 What is SEO? 509 Advantages and disadvantages of SEO 511 Best practice in planning and managing SEO 511 Paid search marketing 517 Advantages and disadvantages of paid search marketing 519 Best practice in planning and managing paid search marketing 520 Online public relations 522 What is online public relations (E-PR)? 522 Advantages and disadvantages of online public relations 524 Best practice in planning and managing online public relations 525 Online partnerships including affiliate marketing 534 Affiliate marketing 535 Advantages and disadvantages of affiliate marketing 536 Best practice in planning and managing affiliate marketing 537 Online sponsorship 538 Interactive display advertising 539 What is display advertising? 539 Advantages and disadvantages of display advertising 540 Best practice in planning and managing display ad campaigns 542 Opt-in e-mail marketing and mobile text messaging 547 What is e-mail marketing? 547 Opt-in e-mail options for customer acquisition 547 Opt-in e-mail options for prospect conversion and customer retention (house list) 548 Advantages and disadvantages of e-mail marketing 550 Best practice in planning and managing e-mail marketing 551 Mobile text messaging 554 Viral and electronic word-of-mouth marketing 556 What is viral marketing and word-of-mouth? 556 Advantages and disadvantages of viral marketing 559 Best practice in planning and managing viral marketing 559 Offline promotion techniques Advantages and disadvantages of using offline communications to support e-commerce Incidental and specific advertising of the online presence Public relations Direct marketing Other physical reminders Word-of-mouth marketing Case study 9 Innovation at Google Summary Exercises Self-assessment exercises Essay and discussion questions Examination questions References Further reading Web links 561 563 563 564 564 564 564 565 567 569 569 569 570 572 573 10 Evaluation and improvement of digital channel performance Learning objectives / Questions for marketers / Links to other chapters Introduction Digital marketing in practice The EConsultancy interview: Justin Basini, Head of Brand Marketing, Capital One 575 575 576 577 Contents Performance management for digital channels 579 Stage 1: Creating a performance management system 580 Stage 2: Defining the performance metrics framework 582 Stage 3: Tools and techniques for collecting metrics and summarising results 586 The maintenance process 600 How often should material be updated? 601 Responsibilities in website maintenance 601 Who owns the process? 602 Who owns the content? 604 Who owns the format? 604 Who owns the technology? 605 Content management 606 Case study 10 Learning from Amazon s culture of metrics 607 Summary 613 Exercises Self-assessment exercises 614 Essay and discussion questions 614 Examination questions 614 References 615 Further reading 616 Web links 616 11 Business-to-consumer Internet marketing 618 Learning objectives / Questions for marketers / Links to other chapters 618 Introduction 619 Key themes and concepts 619 The consumer perspective: online consumer behaviour 619 Who are the online customers? 620 The retail perspective: e-retailing 627 Development of e-retailing 628 E-retail formats and operational strategies 629 Implications for e-retail marketing strategy 636 Case study 11 E-strategy in the UK retail grocery sector: exploring the strategic pathways followed by the UK s five leading grocery retailers 638 Summary 642 Exercises Self-assessment exercises 643 Essay and discussion questions 644 Examination questions 644 References 644 Further reading 647 Web links 647 12 Business-to-business Internet marketing 648 Learning objectives / Questions for marketers / Links to other chapters 648 Introduction 649 Key themes and concepts 649 B2B trading environments and electronic marketplaces 650 Types of organisational markets 650 Growth, volume and dispersion of B2B electronic markets 651 E-marketplaces 653 Online marketing efficiency gains 656 How organisations make efficiency gains 657 Analysing the factors which influence the adoption of Internet technologies 659 Digital marketing strategies 661 Case study 12 B2B adoption of the Internet: Inspirational Cosmetics 664 Summary 665 Exercises Self-assessment exercises 666 Essay and discussion questions 666 Examination question 666 References 666 Further reading 667 Glossary 668 Index 693
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