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| Preface | |
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| Acknowledgments | |
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| Developing a Conceptual Framework for Marketing and the Internet | |
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| Introduction to Marketing and the Internet | |
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| Why Marketing and the Internet? | |
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| An Abbreviated History | |
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| Mass Communication and Demand | |
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| From an Industrial Economy to a Digital Economy | |
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| The Internet as Just Another Technology | |
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| What Is the Internet? | |
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| What Is Different About Marketing With the Internet? | |
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| Technological Characteristics of the Internet | |
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| The Internet's History | |
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| Integrating People and Technology: The Rise of the World Wide Web | |
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| Integrating Marketing and the Internet: Old Concepts, New Opportunities | |
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| Marketing Efforts and Electronic Commerce | |
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| Origins of Electronic Commerce | |
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| The Changing Face of Electronic Commerce | |
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| About This Book | |
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| Sections of the Book | |
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| Learning Tools | |
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| Chapter Summary | |
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| Review Section | |
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| Key Terms | |
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| Review Questions | |
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| Thinking Points | |
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| Suggested Readings | |
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| A Framework for Integrating Marketing and the Internet | |
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| Why Do We Need a Framework? | |
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| Framework Objectives | |
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| The Framework's Basic Premise | |
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| Marketing as Exchange | |
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| The General Framework | |
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| Marketers and Consumers: The Central Exchange Context | |
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| Policy and the Marketing Environment | |
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| Technology and the Marketing Environment | |
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| Relationships as Vehicles for Exchange | |
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| Relationships 101 | |
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| What Is Exchanged? | |
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| Resources as the Bases for Exchange | |
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| Resource Theory and Exchange Processes | |
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| Resource Theory and the Internet | |
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| Resource Theory and Marketing Opportunity on the Internet | |
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| Chapter Summary | |
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| Combining Resources and Relationships: Looking Ahead | |
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| Review Section | |
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| Key Terms | |
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| Review Questions | |
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| Thinking Points | |
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| Suggested Readings | |
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| The Framework in Depth: Perspectives on Marketing and the Internet | |
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| Consumers and the Internet Environment | |
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| Describing Online Consumer Behavior | |
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| Descriptive Research and Internet-Related Consumption | |
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| Understanding Online Consumer Behavior | |
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| Resources in the Internet Environment | |
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| Money as a Resource: Getting It, Transferring It, Using It | |
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| Information as an Online Resource | |
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| Getting the Goods Via the Internet | |
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| Services and the Internet | |
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| Status as a Resource | |
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| Love as a Resource | |
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| Chapter Summary | |
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| Review Section | |
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| Key Terms | |
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| Review Questions | |
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| Thinking Points | |
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| Suggested Readings | |
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| Marketers and the Internet Environment | |
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| Marketers in the Marketspace | |
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| A Company Focus | |
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| A Product Focus | |
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| A Customer Focus | |
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| Describing the Company and Internet Interaction | |
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| Understanding the Internet's Influence on Marketing | |
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| Effects of the Internet Environment | |
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| Facilitating Capabilities of the Internet | |
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| Challenges of the Internet Environment | |
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| Environmental Effects on Company Structure and Function | |
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| Environmental Effects on Channel Structure and Power | |
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| Environmental Effects on Competitive Activity | |
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| Environmental Effects on Consumer Acquisition and Retention | |
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| Environmental Effects on Market Conditions | |
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| Responding to Challenge: Opportunities in Marketspace | |
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| Strategic Objectives and the Internet Environment | |
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| Strategic Objectives and Consumers' Resource Goals | |
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| Chapter Summary | |
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| Looking Ahead | |
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| Review Section | |
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| Key Terms | |
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| Review Questions | |
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| Thinking Points | |
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| Suggested Readings | |
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| Technology and the Internet Environment | |
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| The Technology That Makes the Internet Possible | |
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| What Is a Network? | |
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| A Network of Networks | |
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| Internet Technologies as a Channel | |
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| The User at the End of the Channel | |
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| Access to Computer Communications | |
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| The Outside World | |
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| A Unified Channel Structure | |
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| Channel Effects on Relationships | |
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| Technology and the Central Exchange Environment | |
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| The Technology and Marketer Relationship | |
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| The Technology and Consumer Relationship | |
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| Technology and Security | |
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| Chapter Summary | |
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| Review Section | |
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| Key Terms | |
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| Review Questions | |
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| Thinking Points | |
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| Suggested Readings | |
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| Public Policy and the Internet Environment | |
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| Government and Regulatory Policy | |
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| Aspects of Government Policy | |
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| Agencies and Their Activities | |
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| Brief History of Public Policy | |
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| Timeline of Regulation | |
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| Applying Policy to the Internet | |
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| The Issue of Universal Access | |
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| Information Use and Internet Regulation | |
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| Policy and Exchange Relationships in the Internet Environment | |
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| Issues of Market Function | |
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| Issues of Consumer Protection | |
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| Chapter Summary | |
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| Review Section | |
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| Key Terms | |
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| Review Questions | |
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| Thinking Points | |
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| Suggested Readings | |
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| Integrating the Perspectives: the Internet as a Marketing Environment | |
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| The Internet's Influence on the Marketing Environment | |
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| The Caveats of Change and Constraint | |
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| Key Forces in a Changing Marketing Environment | |
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| A Population Ecology Approach to the Marketing Environment | |
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| Population Ecology and Competition in Markets | |
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| Competition, Niches, and the Internet Ecology | |
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| Characteristics of the Internet Ecology | |
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| From Marketplace to Marketspace | |
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| An Evolving Market Structures Perspective | |
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| The Internet Ecology and the Value Chain | |
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| Two Types of Market Structures | |
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| Chapter Summary | |
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| Review Section | |
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| Key Terms | |
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| Review Questions | |
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| Thinking Points | |
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| Suggested Readings | |
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| The Internet and Marketing Planning | |
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| Types of Planning: An Overview | |
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| What is Strategic Planning? | |
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| From Strategic Planning to Marketing Planning | |
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| Marketing Planning in Depth | |
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| Defining Opportunities: What Should We Do? | |
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| Leveraging Resources: How Should We Do It? | |
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| Internet Effects on Strategy Development: Planning | |
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| The Internet Affects Motivation for Planning | |
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| The Internet Affects Processes for Planning | |
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| The Internet Affects Outcomes of Planning | |
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| Internet Effects on Strategy Implementation: Marketing Action | |
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| The Internet and Strategic Objectives | |
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| Chapter Summary | |
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| Review Section | |
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| Key Terms | |
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| Review Questions | |
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| Thinking Points | |
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| Suggested Readings | |
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| Applying the Framework: Marketing Action in the Internet Environment | |
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| The Internet and Marketing Research | |
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| The Internet and Research Performance: Three Benefits | |
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| The Internet and Information Acquisition | |
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| The Internet and Information Organization | |
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| The Internet and Information Use | |
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| Stages in the Marketing Research Process | |
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| Problem Definition | |
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| Designing the Research Plan and Procedure | |
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| Gathering Data | |
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| Combining and Interpreting Data | |
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| Drawing Conclusions and Delivering Insights | |
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| The Internet as a Data Resource | |
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| A Framework for Describing Data | |
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| Internet-Based Sources of Data About Consumers | |
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| The Respondent as a Data Source | |
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| The Researcher as a Data Source | |
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| The Recorder (in the Past) as a Data Source | |
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| Internet-Based Sources of Data About Competition | |
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| The Company as a Respondent Data Source | |
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| The Marketing Researcher as a Data Source | |
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| Previously Recorded Information as a Data Source | |
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| Cautions for Internet-Based Research | |
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| Information Relevance in Marketing Research | |
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| Time Constraints on Information Use | |
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| Market Research for Hire | |
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| Chapter Summary | |
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| Review Section | |
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| Key Terms | |
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| Review Questions | |
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| Thinking Points | |
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| Suggested Readings | |
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| The Internet as a Content Resource | |
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| Sources of Content: People as Publishers | |
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| Internal Sources of Content | |
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| External Sources of Content | |
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| Types of Content: The Role of Technology | |
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| Multimedia Types of Content | |
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| Types of Interactive Content | |
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| Purposes of Content: Implications for the Marketing Mix | |
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| Content and Product | |
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| Content and Price | |
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| Content and Place | |
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| Content and Promotion | |
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| Cautions for Content | |
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| Consumer Issues | |
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| Marketer Issues | |
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| Policy Issues | |
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| Technology Issues | |
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| Chapter Summary | |
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| Review Section | |
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| Key Terms | |
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| Review Questions | |
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| Thinking Points | |
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| Suggested Readings | |
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| The Internet as a Channel Resource | |
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| Channels of Distribution: A Brief Primer | |
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| Who Distributes? Types of Channel Members | |
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| What Is Distributed? Types of Flows | |
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| Channels as Relationships | |
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| The Internet's Impact on Aspects of Channel Strategy | |
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| Establishing Distribution Objectives: Distribution Flows | |
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| The Internet and Channel Structure | |
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| Internet Issues for Channel Structure | |
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| Channel Management: Internet Effects on Channel Member Relationships | |
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| Channel Management and Performance | |
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| Mix Implications of the Internet as Channel Resource | |
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| Effects on Product Strategy | |
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| Effects on Price Strategy | |
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| Effects on Place Strategy | |
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| Effects on Promotion Strategy | |
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| Cautions for Using the Internet as a Channel Resource | |
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| Marketer Issues | |
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| Consumer Issues | |
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| Policy Issues | |
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| Technology Issues | |
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| Chapter Summary | |
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| Review Section | |
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| Key Terms | |
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| Review Questions | |
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| Thinking Points | |
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| Suggested Points | |
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| The Internet as a Communications Resource | |
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| The Internet as a Resource for Communication | |
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| Characterizing Communication | |
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| Interactivity and Marketing Communication | |
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| Marketing Mix Implications of the Internet as a Communications Resource | |
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| Communication and Product Development | |
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| Communication and Price Strategy | |
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| Communication and Distribution Strategy | |
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| Communication and Promotion Strategy | |
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| Issues for Perspectives in the Marketspace | |
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| Marketers and Marketing Communication | |
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| Consumers and Marketing Communication | |
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| Policy Makers and Marketing Communication | |
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| Technology Developers and Marketing Communication | |
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| Chapter Summary | |
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| Review Section | |
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| Key Terms | |
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| Review Questions | |
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| Thinking Points | |
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| Suggested Readings | |
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| Extending the Framework Over Time: Exchange Relationships in the Internet Environment | |
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| Business-to-Business Exchanges and the Internet | |
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| Differences Between Business-to-Business and Business-to-Consumer Exchanges | |
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| Difference in the Targeted Customer | |
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| Difference in the Nature of Demand | |
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| Differences in Exchange-Related Processes | |
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| Describing Online Business-to-Business Activity | |
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| Online B2B Demographics | |
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| The Internet and Components of Business-to-Business Exchange | |
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| Purposes of B2B Exchanges | |
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| B2B Exchange Processes | |
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| B2B Exchange Participants | |
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| Chapter Summary | |
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| Review Section | |
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| Key Terms | |
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| Review Questions | |
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| Thinking Points | |
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| Suggested Readings | |
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| Fostering Relational Exchange With the Internet | |
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| The Increasing Importance of Relationships | |
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| Shifts in Perspectives on Exchange | |
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| A Continuum of Relational Exchange | |
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| Implications of the Continuum for Marketing and the Internet | |
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| Assessing the Value of Relational Exchange | |
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| Building Business-to-Consumer Relationships With the Internet | |
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| Prepurchase: Search and Satisfaction | |
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| Purchase: Transactions and Trust | |
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| Post-Purchase: Complaints and Commitment | |
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| Building Business-to-Business Relationships With the Internet | |
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| Classifying B2B Relationships | |
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| Internet Implications for B2B Relational Exchange | |
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| Relational Exchange: Beyond Marketing | |
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| Chapter Summary | |
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| Review Section | |
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| Key Terms | |
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| Review Questions | |
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| Thinking Points | |
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| Suggested Readings | |
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| Bibliography | |
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| Index | |