Internet Marketing: Strategy, Implementation and Practice (3rd Edition)

I'm wondering what you'd found in this book? This book is simply no more a bunch of cabbage than any other dumb thing I've been stuffed. Boo ! Cover......Page 1 Internet Marketing......Page 2 Brief contents......Page 6 Contents......Page 8 Preface......Page 14 Guided tour......Page 23 About the authors......Page 26 Acknowledgements......Page 27 Internet Marketing Fundamentals......Page 30 An introduction toInternet marketing......Page 32 Introduction – how significant is the Internet for marketing?......Page 33 What is Internet marketing?......Page 37 What benefits does the Internet provide for the marketer?......Page 43 A strategic approach to Internet marketing......Page 47 How do Internet marketing communications differ from traditionalmarketing communications?......Page 49 A short introduction to Internet technology......Page 55 Case Study 1 eBay thrives in the global marketplace......Page 62 Summary......Page 66 Exercises......Page 67 The Internet micro-environment......Page 70 Introduction......Page 71 Marketplace......Page 74 Customers......Page 90 Online buyer behaviour......Page 103 Competitors......Page 114 Intermediaries......Page 115 Case Study 2 Zopa launches a new lending model......Page 119 Summary......Page 121 Exercises......Page 122 The Internetmacro-environment......Page 126 Introduction......Page 127 Social factors......Page 128 Legal and ethical issues of Internet usage......Page 130 Technological factors......Page 145 Economic factors......Page 165 Political factors......Page 167 Case Study 3 Boo hoo – learning from the largest European dot-com om failure......Page 170 Exercises......Page 173 Internet Strategy Development......Page 178 Internet marketing strategy......Page 180 Introduction......Page 181 An integrated Internet marketing strategy......Page 183 A generic strategic approach......Page 186 Situation review......Page 189 Strategic goal setting......Page 197 Strategy formulation......Page 203 Strategy implementation......Page 233 Case Study 4 Tesco.com uses the Internet to support its diversification strategy......Page 236 Summary......Page 238 Exercises......Page 239 The Internet and the marketing mix......Page 243 Introduction......Page 244 Product......Page 246 Price......Page 260 Place......Page 266 Promotion......Page 272 People, process and physical evidence......Page 274 Case Study 5 The re-launched Napster changes the music marketing mix......Page 277 Summary......Page 280 Exercises......Page 281 Relationship marketingusing the Internet......Page 285 Introduction......Page 286 Key concepts of relationship marketing......Page 287 Key concepts of electronic customer relationship management(e-CRM)......Page 291 Customer lifecycle management......Page 296 Approaches to implementing e-CRM......Page 301 Case Study 6 Boots mine diamonds in their customer data......Page 320 Summary......Page 322 Exercises......Page 323 Internet Marketing: Implementation and Practice......Page 328 Delivering the online customer experience......Page 330 Introduction......Page 331 Planning web site design and build......Page 333 Initiation of the web site project......Page 338 Researching site users’ requirements......Page 341 Designing the user experience......Page 351 Development and testing of content......Page 363 Service quality......Page 364 Case Study 7 Refining the online customer experience at dabs.com......Page 370 Summary......Page 372 Exercises......Page 373 Interactive marketing communications......Page 377 Introduction......Page 378 The characteristics of interactive marketing communications......Page 379 Integrated Internet marketing communications......Page 386 Objectives and measurement for interactive marketingcommunications......Page 392 Offline promotion techniques......Page 399 1 Search engine marketing......Page 402 2 Online PR......Page 413 3 Online partnerships......Page 417 4 Interactive advertising......Page 420 5 E-mail marketing......Page 426 6 Viral marketing......Page 429 On-site promotional techniques......Page 431 Selecting the optimal communications mix......Page 432 Case Study 8 Making FMCG brands sizzle online......Page 436 Summary......Page 438 Exercises......Page 439 Maintaining and monitoring the online presence......Page 444 Introduction......Page 445 Performance management for Internet marketing......Page 446 The maintenance process......Page 462 Responsibilities in web site maintenance......Page 464 Case Study 9 Learning from om Amazon’s culture of metrics......Page 470 Summary......Page 475 Exercises......Page 476 Business-to-consumer Internet marketing......Page 480 Introduction......Page 481 Online customers......Page 482 E-retailing......Page 491 E-retail activities......Page 496 Implications for e-retail marketing strategy......Page 501 Case Study 10 lastminute.com: establishing and maintaining a competitive position......Page 507 Summary......Page 509 Exercises......Page 510 Business-to-business Internet marketing......Page 513 Introduction......Page 514 B2B e-context......Page 515 Commercial exchanges in B2B markets......Page 522 Trading relationships in B2B markets......Page 530 Digital marketing strategies......Page 533 Case Study 11 Growth, volume and dispersion of electronic markets......Page 535 Summary......Page 539 Exercises......Page 540 Glossary......Page 543 Index......Page 563 Internet Marketing: Strategy, Implementation and Practice, Third Edition provides a comprehensive guide to how organisations can use the Internet to support their marketing activities, and covers all aspects of Internet marketing — environment analysis, strategy development, and digital marketing campaign-planning and execution. The book is based on emerging academic models and examples of best practice from leading experts in digital media. The practical knowledge developed through reviewing these concepts and practices will enable the reader to exploit the opportunities of marketing using the Internet while minimising risks