e-Marketing: applications of information technology and the internet within marketing
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Abingdon, Oxon [u.a.]
Routledge
2012
|
| Edition: | 1. publ. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVIII, 234 S. Ill., graph. Darst. |
| ISBN: | 9780415677271 9780415677288 |
Staff View
MARC
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Record in the Search Index
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|---|---|
| adam_text | Contents
List of figures
ix
List of tables
xi
List of boxes
xiii
Preface
xv
Introduction
xvii
PART
1
Developments of marketing: an historical outline
1
1
Marketing and strategy
3
1.1
The product concept
3
1.2
The sales concept
3
1.3
Changes in the market
4
1.4
Relationship focus
5
Summary
6
2
Marketing as a concept
7
2.1
The sales paradigm
7
2.2
Strategic marketing concept
7
2.3
Changes in the strategic marketing concept
9
2.4
From market approach to direct communication
9
Summary
13
3
Marketing as an activity
14
3.
1 Direct distribution and communication
14
3.2
Market fragmentation
15
3.3
Brand loyalty
15
Summan·
18
4
Marketing instruments
19
4.1
Product innovations
19
4.2
Price differentiation
21
vi
Contents
4.3
Promotions
21
4.4
Place
22
4.5
The application
of
information
technology
22
4.6
The move towards
direct
relationships
24
Summary
24
5
Direct marketing as a
form of
marketing
26
5.1
Loyalty systems
26
5.2
Integral
concept
28
5.3
Testing in direct marketing
30
Summary
32
6
Marketing and the Internet
34
6.1
Building relationships
35
6.2
Market strategy and information technology
37
6.3
Suppliers
40
Summary
41
PART
2
Impact of information technology on marketing: a buyer s perspective
43
7
The development of mechanization
45
7.1
Mechanization
45
7.2
Fordism
46
7.3
Mechanization and automation: post-Fordism
47
Summary
48
8
The development of information technology within the organization
49
8.1
From data processing and IT to the Internet
49
8.2
Dataprocessing
51
8.3
From
dataprocessing
to information technology
54
8.4
Software applications
56
8.5
Applications within the organization
63
Summary
67
9
Applications of information technology within marketing
68
9.1
Marketing applications within data processing
68
9.2
Applications with information technology
69
9.3
Database marketing
70
9.4
Customer relationship management (CRM)
74
9.5
Callcentres
76
9.6
Marketing organization
83
9.7
Evolution
ofinformation
technology within marketing
84
Contents
vii
9.8 Radio
frequency identification (RFID)
85
Summary
85
PART3
Impact of the Internet on marketing: from support to strategy
87
10
The development of the Internet
91
10.1
Development of telecommunication and interactive applications
91
10.2
The road to the Internet
92
10.3
Development of interactivity
94
Summary
98
11
The breakthrough of the Internet
99
11.
1 The browser
99
11.2
Search engines
100
11.3
User-friendliness, networks and interfaces
102
11.4
International acceptance
104
11.5
Commercial possibilities
105
11.6
Acceptance of the Internet
106
Summary
106
12
The application of the Internet
107
12.1
Communication function: direct personal communication
107
12.2
Information function
112
12.3
Transaction (sales) function
114
12.4
Facilitating function
119
12.5
Influence on marketing
119
Summary
122
PART
4
Internet strategy: the customer in power
123
13
Developing the Internet strategy
125
13.1
Determining the strategy
125
13.2
Objectives of websites
125
13.3
The internet strategy
128
13.4
The place of the Internet strategy within marketing
135
Summary
135
14
Applications of the Internet
137
14.1
Why does someone visit a website?
137
14.2
Social media
150
viii Contents
14.3
Keeping in contact
153
14.4
Action
155
14.5
Internet use
156
14.6
Analyses
158
14.7
Impact of the Internet on marking communication
163
Summary
163
PART
5
Marketing strategy in a dynamic world: company orientation
165
15
Marketing orientation as a competitive model
167
15.1
Value disciplines
167
15.2
Competition strategies
170
15.3
Market dynamics
172
15.4
The impact of CRM
172
15.5
Marketing as value discipline
174
15.6
Strategic consequences for organizations
175
Summary
176
16
Applying market orientation
177
16.1
Internal orientation: product focus
177
16.2
Market orientation: target group focus
181
16.3
Customer orientation: relationship focus
190
16.4
Network orientation: demand focus
199
16.5
Applying the orientations
204
Summary
206
17
Changes and choices
207
17.1
Tension in the distribution channel
208
17.2
Choosing the Internet
209
17.3
е
-Marketing
application opportunities
210
17.4
The challenge for marketing and distribution
215
Summary
216
18
New developments in marketing
217
18.1
Changes in the role of suppliers
217
18.2
Changes in the role of and communication with customers
219
18.3
The difference between Web
2.0
and social media
224
18.4
Changes for marketing
225
Summary
226
Note
227
Index 228
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T23:24:04Z |
| institution | BVB |
| isbn | 9780415677271 9780415677288 |
| language | English |
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| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-022577521 |
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| spelling | Molenaar, Cor Verfasser aut e-Marketing applications of information technology and the internet within marketing Cor Molenaar 1. publ. Abingdon, Oxon [u.a.] Routledge 2012 XVIII, 234 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 b DE-604 Erscheint auch als Online-Ausgabe 978-0-203-80560-2 Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022577521&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Molenaar, Cor e-Marketing applications of information technology and the internet within marketing Internet marketing Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4123623-3 |
| title | e-Marketing applications of information technology and the internet within marketing |
| title_auth | e-Marketing applications of information technology and the internet within marketing |
| title_exact_search | e-Marketing applications of information technology and the internet within marketing |
| title_full | e-Marketing applications of information technology and the internet within marketing Cor Molenaar |
| title_fullStr | e-Marketing applications of information technology and the internet within marketing Cor Molenaar |
| title_full_unstemmed | e-Marketing applications of information technology and the internet within marketing Cor Molenaar |
| title_short | e-Marketing |
| title_sort | e marketing applications of information technology and the internet within marketing |
| title_sub | applications of information technology and the internet within marketing |
| topic | Internet marketing Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Internet marketing Online-Marketing Lehrbuch |
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