Internet Marketing: Strategy, Implementation and Practice

This book is a comprehensive guide to how organizations can use the internet to support their marketing activities and covers all aspects of Internet marketing - environment analysis, strategy development and implementation. Building on the successful and widely regarded first edition, this second edition has a completely revised structure and streamlined content, increasing the marketing orientation of the text by decreasing technical background about the internet. New to this edition: a revised structure providing a clear sequence to the stages of strategy development and implementation; a new chapter on how the Internet can be used to vary the marketing mix; new chapters on the micro- and macro-environment for the Internet, providing a foundation for strategy development, strategy chapter has been updated to reflect latest thinking; greater detail on Internet marketing communications, including the latest techniques, such as pay-per-click search engines and viral marketing; new case studies; relationship marketing chapter now takes a CRM-oriented approach; new, four-color design to improve clarity.

CHAPTER 1 Introduction to Internet Marketing 1. The Internet and the marketing concept 2. Avoiding Internet marketing myopia 3. Internet marketing defined 4. E-marketing defined 5. E-marketing 6. E-commerce and e-business defined 7. E-business defined 8. Business or consumer model 9. What benefits does the Internet provide for the marketer? 10. A short introduction to Internet technology 11. How does the Internet work? 12. Web page standards 13. Text information and data – XML (Extensible markup language) 14. Internet access software applications 15. From the Internet to intranets and extranets 16. How do Internet marketing communications differ from traditional marketing communications? 17. Conversion marketing

CHAPTER 2 The Internet Micro-Environment 1. Marketplace 2. Competitive forces 3. Examples of changes to the five forces 4. Commoditisation 5. From value chain to value network 6. Value chain 7. Restructuring the internal value chain 8. Value Networks 9. New channel structures 10. Countermediation 11. Location of trading in marketplace 12. Commercial arrangement for transactions 13. Business models in e-commerce 14. Revenue models 15. Organisational characteristics and capabilities 16. Customers 17. Assessing demand for e-commerce services 18. (1) Internet access 19. (2) Consumers influenced by using the online channel 20. (3) Purchased online 21. Online demand for business services 22. Suppliers 23. Competitors 24. Intermediaries 25. Types of portals 26. Exercises and questions FURTHER READING WEB LINKS

CHAPTER 3 The Internet macro-environment 1. Social and ethical factors 2. Social exclusion 3. Ethical issues of Internet usage 4. Privacy and trust 5. Technological factors 6. Alternative digital technologies 7. Mobile or wireless access devices 8. Interactive Digital Television 9. Security 10. Principles of secure systems 11. Approaches to developing secure systems 12. Symmetric encryption 13. Asymmetric encryption 14. Virtual Private Network 15. Current approaches to E-commerce security 16. Hackers and viruses 17. Alternative payment systems 18. Payment systems 19. Reassuring the customer 20. Economic factors 21. Globalisation 22. Political and Legal factors 23. Internet governance 24. Taxation 25. Tax jurisdiction 26. Freedom restrictive legislation 27. Summary FURTHER READING Web site links

CHAPTER 4 Internet marketing strategy 1. An integrated Internet marketing strategy 2. Is a separate Internet marketing strategy needed? 3. A generic strategic approach 4. Situation review 5. Internal audit or analysis 6. Stage models of the online presence 7. External audits or analysis 8. Demand analysis 9. Competitor analysis 10. Intermediary analysis 11. Assessing opportunities and threats 12. Goal setting 13. The online revenue contribution 14. Strategy formulation 15. Decision 1 Target marketing strategy 16. Decision 2 Differentiation and positioning 17. The online value proposition 18. Michael Porter’s views on differentiation 19. Decision 3 Resourcing – Internet marketing prioritisation 20. Assessing different Internet projects 21. Decision 4 Customer relationship management priorities and financial control 22. Decision 5 Market and product development strategies 23. Decision 6 Business and revenue models 24. Decision 7 Organisational structures 25. Internal structures 26. Links with other organisations 27. Decision 8 Channel structure modifications 28. Technological integration

CHAPTER 5 The Internet marketing mix 1. Introduction 2. Product 3. The Internet and branding 4. Brand identity 5. Options for changing brand identity online 6. Price 7. Increased price transparency 8. Downward pressure on price 9. New pricing approaches (including auctions) 10. Alternative pricing structure or policies 11. Place 12. Place of purchase 13. Localisation 14. New channel structures 15. Channel conflicts 16. Virtual organisations 17. Promotion 18. People, process and physical evidence

CHAPTER 6 Relationship marketing using the Internet 1. Relationship marketing 2. Benefits of relationship marketing 3. Benefits of online relationship marketing 4. Key concepts of online customer relationship management (CRM) 5. Marketing applications of CRM 6. CRM technologies and data 7. The customer lifecycle 8. Permission marketing 9. Personalisation and mass customisation 10. Online service quality 11. Approaches to implementing e-CRM 12. Stage 1: Attract new and existing customers to site 13. Stage 2a Incentivise visitors to action 14. Stage 2b Capture customer information to maintain relationship 15. Stage 3 Maintain dialogue using online communication 16. Maintain dialogue using offline communication 17. The IDIC approach to relationship building 18. Techniques and technologies for implementing e-CRM 19. Databases 20. Analysing the customer base 21. Web page personalisation 22. E-mail 23. Virtual communities 24. Integrating the Internet with other forms of direct marketing 25. Telemarketing and the Internet 26. Outbound telemarketing 27. Inbound telemarketing 28. Call centres

CHAPTER 7 Delivering online service quality 1. Service quality 2. Tangibles 3. Reliability 4. Responsiveness 5. Assurance 6. Empathy 7. The relationship between service quality, customer satisfaction and loyalty 8. Planning web site development 9. Web site prototyping 10. Initiation of the web site project 11. Domain name registration 12. Selecting an internet service provider (ISP) 13. The performance of the web site 14. The availability of the web site 15. Who is involved in a web site project? 16. Researching site users’ requirements 17. Methods of finding customer needs 18. Customer orientation 19. Localisation 20. Reviewing competitors’ web sites 21. Designing the information architecture 22. Online buyer behaviour 23. Models of online buyer behaviour 24. Hierarchy of response models 25. Designing the user experience 26. Developing customer-oriented content 27. Evaluating designs 28. Marketing-led site design 29. Elements of site design 30. Site design and structure 31.! Site style 32. Site personality 33. Graphic design 34. Site organisation 35. Site navigation schemes 36. Menu options 37. Page design 38. Content design 39. Completion of online forms – best practice 40. Development and testing of content 41. Testing content 42. Tools for web site development and testing 43. Basic text editors 44. Specialised HTML and graphics editors 45. Promote site