INSEAD Library

Includes bibliographical references and index and glossary

Digitized

OnlineMarketing A Customer-led approach Contents Walk Through Preface xvi 1 Principles and Drivers of the New Marketing Environment 1.1 Introduction 1.2 E-definitions 1.3 The Internet and its infant development 1.4 Internet benefits 1.5 Internet problems -- past and present 1.6 Ten Cs for Internet marketers 1.7 The online marketing environment in the modern economy 1.8 Summary 1 2 5 7 9 11 12 19 32 2 Strategy and Models for the Virtual World 2.1 Introduction 2.2 Internet relationships 2.3 Dot.com flashbacks 2.4 Strategy 2.5 Business models for the modern economy 2.6 Business categories in the modern economy 2.7 Strategic options for retailers 2.8 Partnerships and strategic alliances 2.9 Physical and virtual worlds 2.10 Summary 37 38 40 41 44 47 54 58 63 64 72 3 Online Marketing Planning Issues 3.1 Introduction 3.2 Marketing plans 3.3 Integrating the e-business 3.4 Online marketing planning conventions 3.5 Developing the online vision 3.6 Getting the management buy-in 78 79 80 80 81 83 88 3.7 Online marketing plans 3.8 Understanding change in the digital age 3.9 Online marketing plans in context 3.10 Customer focus remains paramount 3.11 Multi-channel marketing 3.12 The online marketing mix 3.13 Implementation framework for online marketing promotional plans 3.14 Small and medium sized enterprises (SMEs) online 3.15 International online marketing 3.16 The Internet commandments 3.17 Summary 90 91 93 97 101 101 106 112 113 114 115 4 Online Marketing Research 4.1 Introduction 4.2 Research the market 4.3 Overview of the European market research and information industry 4.4 Strengths and weaknesses of online marketing research 4.5 Stages in the marketing research process 4.6 Defining the research required 4.7 Gathering data 4.8 Internal secondary data 4.9 External secondary data 4.10 Search engines and directories 4.11 The 'invisible' or 'deep' web 4.12 Newsgroups 4.13 Secondary search tips 4.14 Primary research 4.15 Online survey methods 4.16 Sampling issues 4.17 Questionnaire design 4.18 Testing (or experimental) research 4.19 Multi-modal research 4.20 Ethics and privacy 4.21 Summary 121 122 123 126 128 131 131 132 133 134 134 139 141 142 144 147 151 152 155 156 157 158 5 Online Buyer Behaviour 5.1 Introduction 5.2 Understanding buyer behaviour 5.3 Consumer buying decision process 163 164 164 167 5.4 Online customer expectations 5.5 Online B2C buyer behaviour 5.6 Online B2B buyer behaviour 5.7 Web site analytics 5.8 Implications for online target marketing and customer acquisition 5.9 Database marketing 5.10 Summary 174 175 178 180 188 192 195 6 Search Engine Marketing 6.1 Introduction 6.2 Search engine definition and forms 6.3 A brief history of search engines 6.4 Revenue models for search engine positioning 6.5 How search engines work 6.6 Search engine optimisation 6.7 Pay-per-click (PPC) search engine advertising 6.8 Summary 201 202 204 205 207 212 219 226 227 7 Permission and Personalisation Online 7.1 Introduction 7.2 The evolution of relationship marketing and CRM 7.3 CRM and one-to-one marketing 7.4 Front and back office CRM systems 7.5 CRM metrics - what should we measure? 7.6 Permission marketing 7.7 Permission based e-mail marketing lists 7.8 Personalisation, privacy and trust 7.9 Summary 231 232 233 239 241 247 248 253 254 262 8 Web Site Development, Design and Content 8.1 Introduction 8.2 The commercial web presence 8.3 Web site development 8.4 Web site design 8.5 Web site content 8.6 Design tips for increasing web sales 8.7 Summary 268 269 269 273 281 296 305 307 9 The Online Product 9.1 Introduction 9.2 Product attributes and web marketing implications 9.3 The augmented product concept (APC) and its application to the web 9.4 Customising the product offering 9.5 Branding dimensions 9.6 New product development online 9.7 Summary 313 314 315 324 326 329 341 343 10 Pricing Issues on the Web 10.1 Introduction 10.2 Online pricing strategic guidelines 10.3 Influences on pricing strategies and tactics 10.4 Price and economic theory 10.5 Pricing methods 10.6 Pricing and market sophistication 10.7 Price and customer value 10.8 Pricing and segmentation 10.9 Pricing strategies and tactics: the new influences 10.10 Other Internet pricing influences 10.11 Summary 349 350 350 351 355 359 369 371 373 374 377 383 11 Online Communication Tools 11.1 Introduction 11.2 The communications process 11.3 The Internet and the communications process 11.4 The promotional communications mix 11.5 Online advertising 11.6 E-mail marketing 11.7 Viral marketing 11.8 Public comment sites 11.9 Affiliate marketing 11.10 Public relations 11.11 Commercial newsletters 11.12 Blogging 388 389 389 390 392 393 404 411 415 417 420 425 426 11.13 Online sales promotions 11.14 Automation for online sales 11.15 Integrating multi-channel strategies 11.16 Summary 429 432 433 436 12 Online Distribution and Procurement 12.1 Introduction 441 442 443 443 444 446 448 449 457 459 460 465 470 472 475 478 12.2 Internet distribution issues 12.3 The distributive environment 12.4 Traditional distribution management issues 12.5 Channel management behavioural issues 12.6 Traditional operations going online 12.7 Traditional value added functions of channel members 12.8 Channel strategies 12.9 Disintermediation 12.10 Logistics management 12.11 Supply chain management 12.12 Online marketplaces 12.13 E-procurement 12.14 Dominant technologies 12.15 Summary 13 Online Marketing Legal Issues 13.1 Introduction 483 484 485 489 494 496 500 503 506 512 515 519 534 13.2 Direct marketing and database management 13.3 E-mail marketing and spamming 13.4 Electronic contract formation and validation 13.5 Electronic authentication 13.6 Electronic information and confidentiality 13.7 Electronic information security 13.8 Data protection 13.9 E-payment systems 13.10 Summary Glossary Index