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