Table of contents for Internet marketing : integrating online and offline strategies / Mary Lou Roberts.


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 PART I.  CREATING STAKEHOLDER VALUE ON THE INTERNET

 Chapter 1	Marketing on the Internet:  New Medium, New Channel, New Creation?
 The Development of the Internet as a Commercial Medium
 Information-Driven Strategy at the Sabre System
 Key Characteristics of Today’s Internet
 The Internet Marketing Paradigm
 The Internet Infrastructure Stack
 Strategic Drivers of the Internet Economy

 Chapter 2	The Internet Value Chain
 How The Internet Creates Value
 Value Chain Concepts
Supply Chain
Value Chain
Virtual Value Chain Developing Strategies That Exploit the Internet Value Chain
Dell, PepsiCo, FedEx, Cisco EDI, ERP and Web Services The Benefits of an Integrated Value Chain Chapter 3 Business Models and Strategies¿The B2C Space The Economics of Internet Marketing Creating Customer Value Consumer-Focused Business Models
Aggregator
Bricks ‘N’ Clicks
Content Provider
Peer-To-Peer
Portal Chapter 4 Business Models and Strategies¿The B2B Space Applications in Both Horizontal and Vertical Markets Enterprise-Focused Business Models
Marketplace Public, Consortia, Auction-Based
Application Services Provider/Managed Services Provider
Infomediary Emerging Models including M2M and P2P Chapter 5 The Direct-Response and Database Foundations Of Internet Marketing The 4 Is of Internet Marketing Basic Direct-Response Strategies Critical Elements
Interactive Offers That Incite To Action
Customer Lifetime Value
Testing
The Database Imperative Data Mining Event-Driven Marketing Interactive Marketing Hierarchy PART II. CUSTOMER-FOCUSED STRATEGIES Chapter 6 Understanding the Internet Consumer Model of Internet Consumer Behavior Internet Consumer Segments The Digital Divide Online Data Collection and Capture
Conventional Marketing Research
Transactional Data Capture
Third-Party Data Monitoring Consumer Interaction on the Internet Conducting Product Development Research on the Internet Chapter 7 Awareness, Customer Acquisition, and Branding Methods of Creating Awareness and Acquiring Customers
Use of Traditional Media by Internet Firms
Using the Internet to Acquire Customers
Search Engines
Internet Advertising
E-Mail
Streaming Media
The Role of Offline Advertising Building Strong Internet Brands
Online Brand Building by Bricks and Mortar and Pure-Play Firms
Online Branding Tools Chapter 8 Customer Relationship Development and Management The Importance of Customer Loyalty Transactional versus Relational Marketing CRM Applications
Land’s End, Yellow Freight, Smarter Kids Targeting, Personalization and Customization Loyalty Programs The CRM Vision¿Seamless Customer Experience Chapter 9 Developing and Managing Effective Web Sites The Web Site Development Process Characteristics of Effective Web Sites Customer Satisfaction on the Web
Single Measures, Multi-Dimensional Measures The Importance of Customer Experience
Stages of Customer Experience
Applications
REI, Disney Redesign and Relaunch of a Successful Site¿WSJ Online Chapter 10 Measuring and Evaluating Web Marketing Programs Usability Testing Web Metrics
Hit Counters
Metrics Utilizing Server Log Files
Metrics Utilizing Coded Web Pages Variables Used to Measure Effectiveness
Traffic and Audience Metrics
Online Advertising Metrics The Importance of Good Metrics Chapter 11 Customer Service and Support in Web Space The Importance of Customer Service on the Internet The Evolution of Customer Service Strategies Applications
Dow Chemicals, Eddie Bauer, British Airways The Pillars of Strategic Customer Care The Dark Side of Differentiated Customer Service “Tier Zero” Customer Service Emerging Customer Service Technologies PART III. MANAGING FOR INTERNET MARKETING EFFECTIVENESS Chapter 12 Social and Regulatory Issues I – Consumer Data Privacy Trust on the Internet The Nature of Consumer Concerns Applications
AOL, RealJukebox, DoubleClick, Comcast Privacy Concerns of U.S. Consumers
Special Issues¿Children, Financial Services, Health Care Response of U.S. Businesses
Fair Information Practices Principles, Privacy Seals and Programs Privacy as a Global Issue
Privacy Concerns of Consumers in Various Countries
Regulatory Actions in the European Union and Other Countries Chapter 13 Social and Regulatory Issues II – Security, Authentication and Intellectual Property The Importance of Internet Security The Nature of the Enterprise Security Problem
Fraud, Identity Theft Authentication
Physical, Electronic, Biometric Intellectual Property
The Difficulty of Protecting Intellectual Property on the Internet
Napster and Its Successors Chapter 14 Leveraging the Marketing Knowledge Asset The Knowledge Continuum Applications
Ernst & Young, Capital One Leveraging Knowledge at a Hypothetical Bank
Automated Systems, Business Processes, Workflows Elements of Customer Contact Protocols Constructing Customer Profiles Customer-Facing and Back-End Processes Incorporating Explicit Knowledge The Challenge of Tacit Knowledge Application¿Automated Email Programs Chapter 15 Going Forward Adoption and Diffusion of Internet Innovations The Era of Pervasive Computing The Wireless Internet and Mobile Commerce Wireless Internet Segments
Mobile Workers, Field Service Technicians, Consumers Strategic Drivers of Wireless Technology Digital Convergence


Library of Congress subject headings for this publication: Internet marketing