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Internet Marketing Strategy, Implementation and Practice

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ISBN-10: 0273694057

ISBN-13: 9780273694052

Edition: 3rd 2006 (Revised)

Authors: Dave Chaffey, Fiona Ellis-Chadwick, Richard Mayer, Kevin Johnston

List price: $158.00
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Description:

Internet Marketing is a comprehensive guide to how organisations can use the Internet to support their marketing activities and covers all aspects of the subject, from environmental analysis to strategy development and implementation. Now in its third edition, Internet Marketing is an invaluable resource for all students studying e-marketing, e-commerce or Internet marketing at second, third or postgraduate level, as well as specialist courses involving Internet marketing. It should also prove particularly useful for practitioners wishing to update their e-marketing skills.
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Book details

List price: $158.00
Edition: 3rd
Copyright year: 2006
Publisher: Prentice Hall PTR
Publication date: 8/21/2006
Binding: Paperback
Pages: 584
Size: 7.50" wide x 10.25" long x 1.00" tall
Weight: 2.332
Language: English

Dave Chaffey is an e-business consultant and visiting lecturer on e-business courses at Warwick University and Cranfield School of Management.

Dave Chaffey(www.davechaffey.com) is an Internet marketing trainer and consultant for Marketing Insights Limited. He is a lecturer on e-marketing courses at Cranfield and Warwick Universities and the Institute of Direct Marketing. Dave has been recognised by the CIM as one of the 50 marketing 'gurus' worldwide who have shaped the future of marketing.Fiona Ellis-Chadwick isa lecturer in Marketing at the Business School at Loughborough University and is a member of the Marketing and Retailing Research Group. Her worknbsp;has been published inJournal of Business Research, International Journal of Retail Distribution and Management, European Journal of Marketing, Internet Research,andnbsp;Journal of Retailing and Consumer Services.Richard Mayeris a Senior Lecturer in Marketing at the University of Derby, where he is the programme manager for CIM qualifications.nbsp;He is alsonbsp;the Director of his own Marketing Training Company, specialising in Strategic Marketing, Business to Business Marketing and Marketing Communications.Kevin Johnstonis a Senior Lecturer at Liverpool John Moores University, specialising in marketing, strategy and e-commerce. He previously lectured at thenbsp;University of Derby, where he created one of the UK’s first e-commerce degree programmes.

Preface
Guided tour
About the authors
Acknowledgements
Internet Marketing Fundamentals
An introduction to Internet marketing
Learning objectives / Questions for marketers / Links to other chapters
Introduction - how significant is the Internet for marketing?
Marketing applications of lnternet marketing
Our changing media consumption
Our changing buyer behaviour
What is Internet marketing?
E-marketing defined
Digital marketing defined
E-commerce and e-business defined
E-business defined
Business or consumer model?
What benefits does the Internet provide for the marketer?
A strategic approach to Internet marketing
How do Internet marketing communications differ from traditional marketing communications?
A short introduction to Internet technology
How does the Internet work?
From the Internet to intranets and extranets
eBay thrives in the global marketplace
Summary
Exercises
Self-assessment exercises
Essay and discussion questions
Examination questions
References
Further reading
Web links
The Internet micro-environment
Learning objectives / Questions for marketers / Links to other chapters
Introduction
Different environment components
Marketplace
Competitive forces
Value creation and value chain analysis
New channel structures
Location of trading in marketplace
Commercial arrangement for transactions
Business models in e-commerce
Revenue models
Customers
Assessing demand for e-commerce services
Online demand for business services
Online buyer behaviour
Customer persona and scenario analysis
Multi-channel customer experiences
Models of online buyer behaviour
Competitors
Suppliers
Intermediaries
Zopa launches a new lending model
Summary
Exercises
Self-assessment exercises
Essay and discussion questions
Examination questions
References
Further reading
Web links
The Internet macro-environment
Learning objectives / Questions for marketers / Links to other chapters
Introduction
Social factors
Social exclusion
Legal and ethical issues of Internet usage
Privacy legislation
Other e-commerce legislation
Technological factors
Alternative digital technologies
Digital radio
Security
Economic factors
Globalisation
Political factors
Internet governance
Taxation
Tax jurisdiction
Boo hoo - learning from the largest European dot-com failure
Summary
Exercises
Self-assessment exercises
Essay and discussion questions
Examination questions
References
Further reading
Web links
Internet Strategy Development
Internet marketing strategy
Learning objectives / Questions for marketers / Links to other chapters
Introduction
Internet strategy is a channel marketing strategy
The scope of Internet marketing strategy
An integrated Internet marketing strategy
Is a separate Internet marketing plan needed?
A generic strategic approach
Situation review
Internal audit or analysis
External audits or analysis
Strategic goal setting
Frameworks for objective setting
Strategy formulation
Market and product development strategies
Business and revenue models strategies
Target marketing strategy
Positioning and differentiation strategy (including the marketing mix)
Multi-channel distribution strategy
Multi-channel communications strategy
Online communications mix and budget
Organisational capabilities (7S)
Strategy implementation
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
The Internet and the marketing mix
Learning objectives / Questions for marketers / Links to other chapters
Introduction
Product
The long tail concept
The Internet and branding
The importance of brand online
Price
Increased price transparency
Downward pressure on price
New pricing approaches (including auctions)
Alternative pricing structure or policies
Place
Place of purchase
New channel structures
Channel conflicts
Virtual organisations
Promotion
People, process and physical evidence
People
Process
Physical evidence
The re-launched Napster changes the music marketing mix
Summary
Exercises
Self-assessment exercises
Essay and discussion questions
Examination questions
References
Further reading
Web links
Relationship marketing using the Internet
Learning objectives / Questions for marketers / Links to other chapters
Introduction
Key concepts of relationship marketing
Benefits of relationship marketing
Differentiating customers by value
Key concepts of electronic customer relationship management (e-CRM)
Benefits of e-CRM
Marketing applications of CRM
CRM technologies and data
Customer lifecycle management
Permission marketing
Personalisation and mass customisation
Online and multi-channel service quality
Approaches to implementing e-CRM
Attract new and existing customers to site
Incentivise visitors to action
Capture customer information to maintain relationship
Maintain dialogue using online communication
Maintain dialogue using offline communication
The IDIC approach to relationship building
Techniques for managing customer activity and value
Lifetime value modelling
Loyalty schemes
Virtual communities
Customer experience - the missing element required for customer loyalty
Boots mine diamonds in their customer data
Summary
Exercises
Self-assessment exercises
Essay and discussion questions
Examination questions
References
Further reading
Web links
Internet Marketing: Implementation and Practice
Delivering the online customer experience
Learning objectives / Questions for marketers / Links to other chapters
Introduction
Planning web site design and build
Who is involved in a web site project?
Web site prototyping
Initiation of the web site project
Domain name registration
Selecting an Internet service provider (ISP)
Researching site users' requirements
Usability
Web accessibility
Localisation
Reviewing competitors' web sites
Designing the information architecture
Designing the user experience
Developing customer-oriented content
Marketing-led site design
Elements of site design
Site design and structure
Page design
Content design
Development and testing of content
Testing content
Tools for web site development and testing
Promote site
Service quality
Tangibles
Reliability
Responsiveness
Assurance
Empathy
The relationship between service quality, customer satisfaction and loyalty
Refining the online customer experience at dabs.com
Summary
Exercises
Self-assessment exercises
Essay and discussion questions
Examination questions
References
Further reading
Web links
Interactive marketing communications
Learning objectives / Questions for marketers / Links to other chapters
Introduction
The characteristics of interactive marketing communications
Differences in advertising between traditional and digital media
Integrated Internet marketing communications
Integration through time
Campaign response mechanics
Objectives and measurement for interactive marketing communications
Conversion marketing objectives
Timescales for objective setting
Campaign cost objectives
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
Online promotion techniques
Search engine marketing
Search engine optimisation (SEO)
Pay-per-click (PPC) search marketing
Trusted feed
Online PR
What is PR?
What is online PR?
Differences between online PR and traditional PR
Online PR activities
Online partnerships
Affiliate marketing
Online sponsorship
Interactive advertising
Fundamentals of online advertising
The purpose of interactive advertising
Measurement of interactive ad effectiveness
Interactive ad targeting options
Interactive ad formats
Making banner advertising work
Buying advertising
E-mail marketing
Opt-in e-mail options for customer acquisition
Opt-in e-mail options for prospect conversion and customer retention (house list)
E-mail marketing success factors
Managing inbound e-mail communications
Viral marketing
On-site promotional techniques
Selecting the optimal communications mix
Making FMCG brands sizzle online
Summary
Exercises
Self-assessment exercises
Essay and discussion questions
Examination questions
References
Further reading
Web links
Maintaining and monitoring the online presence
Learning objectives / Questions for marketers / Links to other chapters
Introduction
Performance management for Internet marketing
Creating a performance management system
Defining the performance metrics framework
Tools and techniques for collecting metrics and summarising results
The maintenance process
How often should material be updated?
Responsibilities in web site maintenance
Who owns the process?
Who owns the content?
Who owns the format?
Who owns the technology?
Content management
Learning from Amazon's culture of metrics
Summary
Exercises
Self-assessment exercises
Essay and discussion questions
Examination questions
References
Further reading
Web links
Business-to-consumer internet marketing
Learning objectives / Questions for marketers / Links to other chapters
Introduction
Key themes and concepts
Online customers
Who are the online customers?
Online customers' expectations and motivations
E-retailing
Development of e-retailing
E-retailing: the virtual channel
E-retail activities
Information functions
Interactive functions
Who are the e-retailers and what are they selling?
Implications for e-retail marketing strategy
lastminute.com: establishing and maintaining a competitive position
Summary
Exercises
Self-assessment exercises
Essay and discussion questions
Examination questions
References
Further reading
Web links
Business-to-business Internet marketing
Learning objectives / Questions for marketers / Links to other chapters
Introduction
Key themes and concepts
B2B e-context
Online environment analysis
Commercial exchanges in B2B markets
The electronic marketplace
How organisations are using Internet technologies
Trading relationships in B2B markets
The exchange process
The buying function
Trading partnerships
Digital marketing strategies
Growth, volume and dispersion of electronic markets
Summary
Exercises
Self-assessment exercises
Essay and discussion question
Examination question
References
Further reading
Web links
Glossary
Index