Internet marketing strategy, implementation and practice
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| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Harlow [u.a.]
Prentice Hall
2009
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| Ausgabe: | 4. ed. |
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| Online-Zugang: | Inhaltsverzeichnis |
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| 650 | 7 | |a Internet |2 stw | |
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| 650 | 7 | |a Online-Werbung |2 stw | |
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Datensatz im Suchindex
| _version_ | 1804138581187362816 |
|---|---|
| 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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| id | DE-604.BV035286436 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:30:28Z |
| institution | BVB |
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| language | English |
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| publisher | Prentice Hall |
| record_format | marc |
| spelling | Internet marketing strategy, implementation and practice David Chaffey ... 4. ed. Harlow [u.a.] Prentice Hall 2009 XXXI, 702 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier 5. ed. u.d.T.: Chaffey, Dave: Digital marketing. - Literaturangaben Commerce électronique ram E-Business stw Internet stw Marketing sur Internet ram Marketing stw Online-Werbung stw Theorie stw Internet marketing Online-Marketing (DE-588)7706419-7 gnd rswk-swf Electronic Commerce Marketing Lehrbuch Internet Telemarketing (DE-588)4006432-3 Bibliografie gnd-content (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=017091570&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Internet marketing strategy, implementation and practice Commerce électronique ram E-Business stw Internet stw Marketing sur Internet ram Marketing stw Online-Werbung stw Theorie stw Internet marketing Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4006432-3 (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_full | Internet marketing strategy, implementation and practice David Chaffey ... |
| title_fullStr | Internet marketing strategy, implementation and practice David Chaffey ... |
| title_full_unstemmed | Internet marketing strategy, implementation and practice David Chaffey ... |
| title_short | Internet marketing |
| title_sort | internet marketing strategy implementation and practice |
| title_sub | strategy, implementation and practice |
| topic | Commerce électronique ram E-Business stw Internet stw Marketing sur Internet ram Marketing stw Online-Werbung stw Theorie stw Internet marketing Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Commerce électronique E-Business Internet Marketing sur Internet Marketing Online-Werbung Theorie Internet marketing Online-Marketing Bibliografie Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017091570&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT chaffeydave internetmarketingstrategyimplementationandpractice |