E-marketing:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston
Pearson Education Internat.
2012
|
| Edition: | 6. ed., internat. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXI, 448 S. Ill., graph. Darst. |
| ISBN: | 9780132806466 0132806460 |
Staff View
MARC
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| 100 | 1 | |a Strauss, Judy |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a E-marketing |c Judy Strauss ; Raymond Frost |
| 250 | |a 6. ed., internat. ed. | ||
| 264 | 1 | |a Boston |b Pearson Education Internat. |c 2012 | |
| 300 | |a XXI, 448 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Commerce électronique |2 ram | |
| 650 | 7 | |a Marketing sur Internet |2 ram | |
| 650 | 7 | |a Publicité sur Internet |2 ram | |
| 650 | 4 | |a Internet Marketing | |
| 650 | 0 | 7 | |a Online-Marketing |0 (DE-588)7706419-7 |2 gnd |9 rswk-swf |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-024470650 | ||
Record in the Search Index
| _version_ | 1804148466650185728 |
|---|---|
| adam_text | BRIEF
CONTENTS
Preface
15
About the Authors
21
PART
1
Е
-Marketing
in Context
23
Chapter
1
Past, Present, and Future
25
Chapter
2
Strategic
Е
-Marketing
and Performance Metrics
48
Chapter
3
The
Е
-Marketing
Plan
69
PART
2
Е
-Marketing
Environment
85
Chapter
4
Building Inclusive E-Markets
87
Chapter
5
Ethical and Legal Issues
114
PART
3
Е
-Marketing
Strategy
141
Chapter
б
Е
-Marketing
Research
143
Chapter
7
Consumer Behavior Online
175
Chapter
8
Segmentation, Targeting, Differentiation, and Positioning Strategies
194
PART
4
Е
-Marketing
Management
221
Chapter
9
Product: The Online Offer
223
Chapter
10
Price: The Online Value
242
Chapter
11
The Internet for Distribution
264
Chapter
12
Е
-Marketing
Communication Tools
290
Chapter
13
Engaging Customers with Social Media
327
Chapter
14
Buying Digital Media Space
347
Chapter
15
Customer Relationship Management
370
Appendix A Internet Penetration Worldwide as of April
30,2010 405
Appendix
В
Glossary
411
Appendix
С
References
425
CONTENTS
Preface
15
About the Authors
21
PART
1
Е
-Marketing
in Context
23
Chapter
1
Past, Present, and Future
25
Е
-Marketing
Landscape
26
What Works?
26
Internet
101 27
Е
-Marketing
Is Bigger than the Web
28
Е
-Marketing
Is Bigger than Technology
29
Е
-Marketing s Past: Web
1.0 31
The
£
Drops from E-Marketing
33
Marketing Implications of Internet Technologies
34
Е
-Marketing
Today: Web
2.0 35
Power Shift from Sellers to Buyers
35
Inbound Marketing
38
Customer Engagement
39
Social Media Metrics
39
Other Opportunities and Challenges in Web
2.0 40
The Future: Web
3.0 42
Appliance Convergence
42
Traditional and Social Media Lose Their Distinction
42
Wireless Networking Increases
43
Semantic Web
43
What Will Characterize Web
3.0? 45
Read On
45
Chapter
2
Strategic
Е
-Marketing
and Performance Metrics
48
Strategic Planning
49
Environment, Strategy, and Performance
50
Strategy
51
From Strategy to Electronic Strategy
51
From Business Models to E-Business Models
52
E-Business Models
53
Value and Revenue
53
8 Contents
Menu of Strategic E-Business Models
53
Performance Metrics Inform Strategy
60
The Balanced Scorecard
61
Four Perspectives
62
Applying the Balanced Scorecard to E-Business and E-Marketing
63
Balanced Scorecard for Raytheon s E-Business
67
Chapter
3
The
Е
-Marketing
Plan
69
Overview of the
Е
-Marketing
Planning Process
70
Creating an
Е
-Marketing
Plan
70
The Napkin Plan
71
The Venture Capital
Е
-Marketing
Plan
72
A Seven-Step
Е
-Marketing
Plan
72
Step
1—
Situation Analysis
74
Step
2—
Е
-Marketing
Strategic Planning
75
Step
3—
Objectives
76
Step
4—
Е
-Marketing
Strategies
76
The Offer: Product Strategies
77
The Value: Pricing Strategies
77
Distribution Strategies
78
Marketing Communication Strategies
78
Relationship Management Strategies
78
Step
5—
Implementation Plan
78
Step
6—
Budget
79
Revenue Forecast
79
Е
-Marketing
Costs
80
Step
7—
Evaluation Plan
80
PART
2
Е
-Marketing
Environment
85
Chapter
4
Building Inclusive E-Markets
87
Overview of Global
Е
-Marketing
Issues
89
Global Markets
89
Emerging Economies
91
Importance of Information Technology
93
Country and Market Opportunity Analysis
93
Market Similarity
94
E-Commerce Payment and Trust Issues
95
Technological Readiness Influences Marketing
99
Contents
Computers
and Telephones
99
Internet
Connection Costs
101
Connection
Speeds: Broadband s
Influence
102
Electricity
Problems 103
Wireless
Internet Access 104
The Digital Divide 106
Building
Inclusive
E-Markets 108
Chapters Ethical and
Legal
Issues
114
Overview of Ethics and Legal Issues
115
Ethics and Ethical Codes
116
The Problem of Self-Regulation
117
Privacy
119
Privacy Within Digital Contexts
120
International Privacy Issues
123
Digital Property
125
Patents
125
Copyright
126
Trademarks
127
Licenses
129
Trade Secrets
131
Data Ownership
131
Online Expression
132
Emerging Issues
134
Online Governance and ICANN
134
Jurisdiction
134
Fraud
135
PART
3
Е
-Marketing
Strategy
141
Chapter
6
Е
-Marketing
Research
143
Data Drive Strategy
144
Marketing Knowledge Management
146
The Electronic Marketing Information System
147
Source
1:
Internal Records
148
Source
2:
Secondary Data
150
Source
3:
Primary Data
155
Monitoring the Social Media
164
Other Technology-Enabled Approaches
166
10 Contents
Client-Side
Data
Collection
167
Server-Side Data Collection
167
Real-Space Approaches
168
Marketing Databases and Data Warehouses
169
Data Analysis and Distribution
170
Knowledge Management Metrics
171
Chapter
7
Consumer Behavior Online
175
Consumers in the Twenty-First Century
176
Inside the Internet Exchange Process
177
Technological Context
178
Social and Cultural Contexts
179
Legal Context
185
Individual Characteristics and Resources
185
Internet Exchange
188
Exchange Outcomes
188
Chapter
8
Segmentation, Targeting, Differentiation, and Positioning Strategies
194
Segmentation and Targeting Overview
195
Three Markets
196
Business Market
197
Government Market
197
Consumer Market
197
Market Segmentation Bases and Variables
197
Geographic Segments
199
Important Geographic Segments for E-Marketing
199
Demographic Segments
201
Psychographic Segments
205
Behavior Segments
209
Targeting Online Customers
213
Differentiation Online
213
Online Positioning Bases
216
PART
4
E-Marketing Management
221
Chapter
9
Product: The Online Offer
223
Many Products Capitalize on Internet Properties
225
Creating Customer Value Online
225
Product Benefits
226
Contents 11
Attributes 226
Branding
227
Support Services 235
Labeling
235
E-Marketing
Enhanced Product
Development 236
Customer Codesign
236
Internet
Properties Spawn Other Opportunities
238
New-Product Strategies for E-Marketing
238
Chapter
10
Price: The Online Value
242
The Internet Changes Pricing Strategies
243
Buyer and Seller Perspectives
243
Buyer View
243
Seller View
247
Payment Options
254
Pricing Strategies
257
Fixed Pricing
258
Dynamic Pricing
258
Renting Software
262
Chapter
11
The Internet for Distribution
264
Distribution Channel Overview
265
Online Channel Intermediaries
266
Content Sponsorship
267
Infomediary
268
Intermediary Models
269
Distribution Channel Length and Functions
276
Functions of a Distribution Channel
277
Distribution System
283
Channel Management and Power
285
Distribution Channel Metrics
286
B2C Market
286
B2B Market
287
Chapter
12
Е
-Marketing
Communication Tools
290
Е
-Marketing
Communication
291
Integrated Marketing Communication (IMC)
292
Marketing Communication Tools
292
12 Contents
IMC
Goals
and Strategies
293
Branding Versus Direct Response
294
Internet Advertising
294
Trends in Internet Advertising
295
Internet Advertising Formats and Types
296
Marketing Public Relations (MPR)
303
WebSite 303
Online Events
304
Podcasts
305
Build a Buzz Online
305
Sales Promotion Offers
306
Sampling
307
Contests, Sweepstakes, and Games
308
Sales Promotion Metrics
310
Direct Marketing
310
E-Mail
310
Permission Marketing: Opt-In, Opt-Out
312
Rules for Successful E-Mail Marketing
313
Viral Marketing
314
Text Messaging
315
Location-Based Marketing
318
Direct Marketing Metrics
318
Spam
320
Privacy
320
Personal Selling
321
IMC Metrics
322
Effectiveness Evidence
323
Chapter
13
Engaging Customers with Social Media
327
Elements of Social Media
328
What Are the Social Media?
328
Types of Social Media
329
How Businesses Use Social Media
333
Social Media Strategies
334
Community Building Principles
342
Social Media Performance Metrics
342
Contents 13
Chapter
14
Buying
Digital Media Space 347
Marketing
Communication
Media 348
Media
Characteristics
349
Digital Media 351
Search Engines as
Reputation
Aggregators
352
Social
Media
Advertising
359
Mobile
Advertising
361
Branding and Direct Response Media Goals
362
Which Media to Buy?
362
Effective Internet Buys
364
Efficient Internet Buys
364
Metrics Example
366
Chapter
15
Customer Relationship Management
370
Building Customer Relationships,
1:1 371
Relationship Marketing Defined
372
Stakeholders
373
Three Pillars of Relationship Marketing
374
Customer Relationship Management (CRM)
375
CRM Benefits
375
CRM Building Blocks
376
1.
CRM Vision
377
2.
CRM Strategy
379
3.
Customer Experience Management
381
4.
Customer Collaboration Management
382
5.
Organizational Collaboration
383
6.
CRM Processes
385
7.
CRM Information
389
8.
CRM Technology
390
9.
CRM Metrics
399
Ten Rules for CRM Success
401
Appendix A Internet Penetration Worldwide as of April
30, 2010 405
Appendix
В
Glossary
411
Appendix
С
References
425
Index
431
|
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| id | DE-604.BV039620225 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:07:35Z |
| institution | BVB |
| isbn | 9780132806466 0132806460 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-024470650 |
| oclc_num | 760120169 |
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| owner | DE-473 DE-BY-UBG DE-1051 DE-634 DE-860 |
| owner_facet | DE-473 DE-BY-UBG DE-1051 DE-634 DE-860 |
| physical | XXI, 448 S. Ill., graph. Darst. |
| publishDate | 2012 |
| publishDateSearch | 2012 |
| publishDateSort | 2012 |
| publisher | Pearson Education Internat. |
| record_format | marc |
| spelling | Strauss, Judy Verfasser aut E-marketing Judy Strauss ; Raymond Frost 6. ed., internat. ed. Boston Pearson Education Internat. 2012 XXI, 448 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Commerce électronique ram Marketing sur Internet ram Publicité sur Internet ram Internet Marketing Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s DE-604 Frost, Raymond 1960- Verfasser (DE-588)137142595 aut Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024470650&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Strauss, Judy Frost, Raymond 1960- E-marketing Commerce électronique ram Marketing sur Internet ram Publicité sur Internet ram Internet Marketing Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 |
| title | E-marketing |
| title_auth | E-marketing |
| title_exact_search | E-marketing |
| 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 |
| title_sort | e marketing |
| 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 |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024470650&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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