Electronic Marketing Integrating Electronic Resources into the Marketing Process

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ISBN: 9780324175950 | 0324175957
Cover: Paperback
Copyright: 7/14/2003

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This innovative and exciting new edition of Electronic Marketing combines the traditional proven marketing process of situation analysis, marketing planning, and marketing implementation to introduce the enhanced speed, accuracy, and target ability of electronic marketing resources. Electronic Marketing is the ideal guide for the marketing student to understand and integrate electronic resources into the learning process.

Part 1 The Concepts of Electronic Marketing

(104)

Chapter 1 Introduction to the Resources of Electronic Marketing

(21)

Introduction

(1)

The Marketer Enters the Online Age

(1)

Listening to the Consumer Speak

(2)

The Importance of Electronic Marketing Resources in Business Today

(6)

Is E-Commerce for Large or Small Companies?

(2)

What Electronic Marketing Tools Are Shaping the Future?

(3)

Electronic Marketing Resources, Strategic or Tactical?

(2)

Navigating Through a World of Change

(1)

Summary

(1)

Key Terms

(1)

Questions and Exercises

(2)

Chapter 2 Concept of Electronic Commerce and the Traditional Marketing Process

(31)

Introduction

(1)

Is Anybody Out There?

(6)

Why Should Companies Consider Using Electronic Marketing?

(2)

Enter the Virtual Retailer

(1)

Comparing the Traditional Marketing Process Model

(3)

Evaluating the Online Marketing Situation

(3)

Defining the information Search

(3)

Proposed Market Description

(1)

New Product or Service Description

(1)

Environmental Factors and Market Trends

(2)

Demographic and Other Characteristics

(2)

Company History and Competencies

(1)

Competitive Analysis and Evaluation

(1)

Assessment of the Niche Opportunity

(1)

Summary

(1)

Key Terms

(1)

Questions and Exercises

(3)

Chapter 3 Marketing Planning Stage for Online Activities

(27)

Introduction

(1)

Planning with Electronic Ps

(1)

Crafting a Unique Online Image and Identity

(2)

Building the Marketing Plan

(2)

Selection of Prospect Groups Is Critical

(2)

Framing the Ps of the E-Marketing Plan

(2)

Defining the Product or Service

(8)

Pricing Knowledge Will Become Universal

(5)

A Targeted Promotional Strategy

(1)

Formulating the Marketing Budget

(1)

Summary

(1)

Key Terms

(1)

Questions and Exercises

(2)

Chapter 4 The Actions of Marketing Implementation

(24)

Introduction

(1)

Minding the Details

(2)

Consumer Tracking Strategies

(2)

Keeping in Touch with the Customer

(2)

Setting Priorities for Action

(3)

Assigning Program Responsibilities

(4)

The Disadvantages of Implementation

(1)

Planning the Entire Year

(3)

Measuring Performance

(2)

Summary

101

(1)

Key Terms

101

(1)

Questions and Exercises

102

(3)

Part 2 Integrating Electronic Marketing Resources

105

(136)

Chapter 5 An Introduction to the Internet

106

(22)

Introduction

107

(1)

The Internet as a Whole

107

(1)

History of the Internet

108

(1)

In the Beginning

109

(3)

Internet Tools are Invented

112

(1)

An Online Community Begins

112

(1)

The Revolution Starts with the Explosion of Personal Computers (PCs)

113

(2)

Problems and Solutions

115

(3)

The World Goes Graphical

118

(1)

Consumers Go Online

119

(2)

Current Internet Usage Trends

121

(1)

What Can A World Wide Web Address Report?

121

(1)

Current Internet Operation and Tools

121

(1)

E-Mail

122

(1)

Telnet

123

(1)

File Transfer Protocol (FTP)

123

(1)

The World Wide Web (WWW)

123

(1)

Search Tools

124

(1)

Summary

124

(1)

Key Terms

125

(1)

Questions and Exercises

126

(2)

Chapter 6 Concept of the Virtual Store for Marketing Products and Services

128

(24)

Introduction

129

(1)

Retailing Approaches: Virtual versus Tangible

130

(1)

Amazon Monster Web Site

131

(1)

The Advantages of a Virtual Store

132

(4)

The Disadvantages of a Virtual Store

136

(2)

The Value of the Virtual Storefront and the Cybermall

138

(4)

Building the Cyberstore's Awareness

142

(1)

Deciding the Online Marketing Objectives

142

(2)

E-Commerce Image and Identity Development

144

(1)

Searching for the Product or Service Differentiation

145

(3)

Summary

148

(1)

Key Terms

148

(1)

Questions and Exercises

148

(4)

Chapter 7 The Tools of Electronic Marketing Resources

152

(29)

Introduction

153

(1)

The Electronics of E-Commerce

153

(1)

The Data Warehouse

154

(1)

E-Mail, A Hardworking Messenger

155

(3)

The Internet's Interconnections

158

(1)

The Wonders of the World Wide Web

158

(3)

The Advantages and Disadvantages of a Web Presence

161

(1)

Internet Culture Blossoms

162

(1)

The Spread of Internet Culture

163

(1)

Robot Shopping Agents

164

(1)

The Extended Memory of CD-ROMs

165

(1)

The Benefits of Database and Other Software Marketing Tools

165

(1)

CRM and One to One E-Marketing

166

(1)

Front-End or Back-End Application

167

(1)

Communications Networks

168

(1)

Software Working Hand in Hand

168

(1)

Reporting and Planning Systems

169

(1)

Optical Scanners

169

(1)

Fax-Back Systems

170

(2)

Web Portal Sites

172

(3)

The Limitations of Electronic Marketing Resources

175

(2)

The Problems with the Web Site

177

(1)

Summary

178

(1)

Key Terms

178

(1)

Questions and Exercises

179

(2)

Chapter 8 Segmenting and Analyzing the Target Market

181

(24)

Introduction

182

Searching Through

130

(52)

Million Households

182

(1)

The Value of Marketing Databases

183

(1)

Why Are the Concept and Practice of segmentation so Important?

184

(1)

Investigating the Typical Demographic Report

185

(1)

Psychographics, the Clustering of Households with Similar Lifestyles

186

(4)

Finding Clusters of Similar-Minded Consumers

190

(1)

The VALS Internet Psychographics Methodology

191

(4)

Electronic Marketing Tracking Tools

195

(2)

Art and Science

197

(1)

An Exercise in Demographic and Psychographic Analysis

198

(1)

The Segmentation Technique of Geographical Mapping

198

(1)

Benefits of Mapping

199

(1)

Database Mapping and the Electronic Marketer

200

(2)

Summary

202

(1)

Key Terms

203

(1)

Questions and Exercises

203

(2)

Chapter 9 Integrating the Promotional Mix

205

(36)

Introduction

206

(1)

Developing the Online Awareness

207

(3)

Commerce and Communications

210

(1)

The Unique Push Property of the Web

211

(2)

Formulating the Promotional Strategy

213

(5)

Using Different Tools in Different Situations

218

(2)

Developing a Unique Creative Strategy

220

(2)

Still Appealing to the Senses

222

(1)

Assistance from an Interactive Advertising Agency

223

(2)

The Components of a Promotional Plan

225

(11)

Consumers Are Actively Searching for Helpful Sites

236

(1)

Summary

237

(1)

Key Terms

238

(1)

Questions and Exercises

238

(3)

Part 3 Implementing the E-Commerce Strategy

241

(98)

Chapter 10 Using the Internet

242

(20)

Introduction

243

(1)

Just What Can You Get from the World Wide Web?

243

(1)

A View of the Page Menu

244

(2)

A Home Page for Commercial Content

246

(1)

Personal Use of the Web

247

(2)

Consumer Habits Are Being Formed

249

(1)

Knowing the Expectations of the Clientele

249

(1)

Taking Polls of Your Customers Opinions

249

(3)

Specialty among Equals

252

(2)

Techniques for More Efficient Web Searches

254

(1)

The Culture of the Internet

254

(3)

Learning Proper Netiquette

257

(1)

E-Mail, Mailing List, and Usenet Newsgroup Netiquette

258

(1)

Telnet Netiquette

258

(1)

FTP Netiquette

259

(1)

Adding Body Language to Netiquette

259

(1)

Summary

260

(1)

Key Terms

260

(1)

Questions and Exercises

260

(2)

Chapter 11 Web Page Design

262

(32)

Introduction

263

(1)

Web Site Design: Both Simple and Complex

263

(1)

Issues of Web Site Design

264

(1)

Analysis Phase

264

(2)

The Actions of the Design Phase

266

(2)

Develop the Look and Feel (Building Phase)

268

(2)

Creating HTML Documents: The Language of the Web

270

(2)

HTML Standards and Practices

272

(1)

Good and Bad HTML

273

(1)

What Are Tags and How Are They Structured?

273

(1)

What Should Be Included on Every Web Page?

274

(2)

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Electronic Marketing Integrating Electronic Resources into the Marketing Process

Summary

Table of Contents

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Electronic Marketing Integrating Electronic Resources into the Marketing Process

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Table of Contents

Supplemental Materials

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