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| Preface | |
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| Introduction | |
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| Overview of E-Business Marketing | |
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| Components of E-Business | |
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| E-Business Marketing Concept Overview | |
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| Process to Create and Deliver Goods, Services, and Ideas | |
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| Valuable Exchange Process | |
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| Multiple Group Involvement | |
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| Definition of E-Business Marketing | |
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| Is History Repeating Itself? | |
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| New Technologies Have Fast Adaptation Rates | |
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| Understanding Technology and Technology Personnel | |
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| IT Departmental Orientation and Goals | |
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| Collecting Your Knowledge: A Review | |
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| The Marketing Mix | |
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| Marketing Mix Review | |
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| The Transformation of the Marketing Mix | |
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| The Internet's Impact on the Marketing Mix | |
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| Business-to-Consumer Marketplace | |
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| B2C and Traditional Distribution | |
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| Business-to-Business Marketplace | |
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| Ranged Marketing | |
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| Complexity Theory | |
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| Fuzzy Logic | |
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| Elements of Ranged Marketing | |
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| The Key Role of Change | |
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| The Role of Ranged Marketing | |
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| Collecting Your Knowledge: A Review | |
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| The Value Bubble | |
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| Five Elements of the Value Bubble | |
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| Applying the Value Bubble | |
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| Attracting (Building Traffic) | |
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| Engaging (Building Loyalty) | |
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| Retaining (Strengthening the Relationship) | |
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| Learning (Building the Database) | |
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| Relating (Data-Driven Interactions) | |
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| Business-to-Business Value Bubble Adaptations | |
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| Collecting Your Knowledge: A Review | |
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| A Communication Model for the Online Environment | |
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| The Communication Process Model | |
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| The Adapted Communication Model for E-Business Marketing | |
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| Message Research Model | |
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| PACT Principle 1 | |
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| PACT Principle 2 | |
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| PACT Principle 3 | |
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| PACT Principle 4 | |
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| PACT Principle 5 | |
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| PACT Principle 6 | |
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| PACT Principle 7 | |
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| PACT Principle 8 | |
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| PACT Principle 9 | |
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| A Sample Message Research Model | |
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| Collecting Your Knowledge: A Review | |
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| Cases | |
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| Case Study 1 | |
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| Company 1 Overview | |
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| E-Business Marketing Goal or Strategy | |
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| Reorganizing the Company Toward IMC Strategy | |
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| Understanding the Competitive Environment | |
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| Brand Decision-Making | |
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| Enhancing Brand Position Within the Marketplace | |
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| Primary Stakeholders | |
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| Value Bubble | |
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| Attracting | |
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| Engaging | |
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| Retaining | |
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| Learning | |
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| Relating | |
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| Collecting Your Knowledge: A Review | |
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| Case Study 2 | |
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| Company 2 Overview | |
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| E-Business Marketing Goal or Strategy | |
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| Primary Stakeholders | |
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| Value Bubble | |
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| Value Bubble Technologies | |
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| Attracting | |
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| Engaging | |
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| Retaining | |
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| Learning | |
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| Relating | |
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| Collecting Your Knowledge: A Review | |
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| Case Study 3 | |
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| Company Overview | |
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| Business Mission | |
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| E-Business Marketing Goal or Strategy | |
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| Primary Stakeholders | |
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| Value Bubble | |
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| Value Bubble Technologies | |
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| Attracting | |
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| Engaging | |
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| Retaining | |
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| Learning | |
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| Relating | |
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| Collecting Your Knowledge: A Review | |
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| Case Study 4 | |
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| Company Overview | |
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| E-Business Marketing Goal or Strategy | |
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| Primary Stakeholders | |
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| Value Bubble | |
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| Value Bubble Technologies | |
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| Attracting | |
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| Engaging | |
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| Retaining | |
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| Learning | |
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| Collecting Your Knowledge: A Review | |
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| Case Study 5 | |
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| Company Overview | |
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| E-Business Marketing Goal or Strategy | |
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| Primary Stakeholders | |
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| Value Bubble | |
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| Value Bubble Technologies | |
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| Attracting | |
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| Engaging | |
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| Retaining | |
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| Learning | |
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| Relating | |
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| Collecting Your Knowledge: A Review | |
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| Case Study 6 | |
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| Company Overview | |
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| E-Business Marketing Goal or Strategy | |
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| Primary Stakeholders | |
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| Value Bubble | |
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| Value Bubble Technologies | |
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| Attracting | |
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| Engaging | |
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| Retaining | |
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| Learning | |
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| Relating | |
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| Collecting Your Knowledge: A Review | |
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| Case Study 7 | |
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| Company Overview | |
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| E-Business Marketing Goal or Strategy | |
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| Primary Stakeholders | |
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| Value Bubble | |
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| Value Bubble Technologies | |
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| Engaging | |
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| Retaining | |
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| Learning | |
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| Collecting Your Knowledge: A Review | |
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| Case Study 8 | |
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| Company Overview | |
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| E-Business Marketing Goal or Strategy | |
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| Primary Stakeholders | |
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| Value Bubble | |
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| Site Technology and Value Bubble Instances | |
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| Attracting | |
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| Engaging | |
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| Retaining | |
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| Learning | |
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| Relating | |
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| Collecting Your Knowledge: A Review | |
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| Evaluation Methodology and Research in E-Commerce | |
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| Case Study Analysis | |
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| Overview of Customerization Model | |
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| Developing or Deepening Customer Relationship | |
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| Transitioning Experience-Based Decisions | |
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| Customizing the Interaction | |
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| Co-Develop Products and Services | |
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| Premium Pricing Acceptance | |
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| Interactive Information Exchange | |
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| Distribution Channel Choice | |
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| Personal Brands | |
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| Applying Customerization to the Case Study Companies | |
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| Technical Analysis | |
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| HTML | |
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| JavaScript and Cascading Style Sheets | |
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| Middleware | |
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| Compiled Code | |
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| Databases | |
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| How Selected Internet Technology Interfaces with Organizational Goals | |
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| Technology of Relationship-Building | |
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| Technology and Experience-Based Decisions | |
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| Technology for Customizing the Interaction | |
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| Technology in Co-Developing Products and Services | |
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| Technology and Premium Pricing Acceptance | |
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| Technology and Interactive Information Exchange | |
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| Technology and Distribution Channel Choice | |
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| Technology and Personal Brands | |
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| Collecting Your Knowledge: A Review | |
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| Researching E-Business | |
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| The Research Process | |
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| Defining the Business Opportunity, Problem, or Challenge | |
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| Developing the Research Plan | |
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| Collecting the Information | |
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| Analyzing the Data | |
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| Actions | |
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| Collecting Your Knowledge: A Review | |
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| Bibliography | |
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| Index | |