Strauss J. E-marketing / J.Strauss, R.Frost. - 6th ed. - Boston: Pearson/Prentice Hall, 2012. - xxi, 426 p.: ill. - Ref.: p.403-407. - Ind.: p.409-426. - ISBN 978-0-13-214755-2  Место хранения:   022 | Институт экономики и организации промышленного производства | Новосибирск

Оглавление / Contents

Preface ........................................................ xv About the Authors ............................................. xxi PART 1 E-Marketing in Context .................................. 1 Chapter 1 Past, Present, and Future ............................ 3 E-Marketing Landscape ........................................... 4 What Works? .................................................. 4 Internet 101 ................................................. 5 E-Marketing Is Bigger than the Web ........................... 6 E-Marketing Is Bigger than Technology ........................... 7 E-Marketing's Past: Web 1.0 ..................................... 9 The E Drops from E-Marketing ................................ 11 Marketing Implications of Internet Technologies ............. 12 E-Marketing Today: Web 2.0 ..................................... 13 Power Shift from Sellers to Buyers .......................... 13 Inbound Marketing ........................................... 16 Customer Engagement ......................................... 17 Social Media Metrics ........................................ 17 Other Opportunities and Challenges in Web 2.0 ............... 18 The Future: Web 3.0 20 Appliance Convergence ................... 20 Traditional and Social Media Lose Their Distinction ......... 20 Wireless Networking Increases ............................... 21 Semantic Web ................................................ 21 What Will Characterize Web 3.0? ............................. 23 Read On ........................................................ 23 Chapter 2 Strategic E-Marketing and Performance Metrics ....... 26 Strategic Planning ............................................. 27 Environment, Strategy, and Performance ...................... 28 Strategy .................................................... 29 From Strategy to Electronic Strategy ........................... 29 From Business Models to E-Business Models ...................... 30 E-Business Models .............................................. 31 Value and Revenue ........................................... 31 Menu of Strategie E-Business Models ......................... 31 Performance Metrics Inform Strategy ............................ 38 The Balanced Scorecard ......................................... 39 Four Perspectives ........................................... 40 Applying the Balanced Scorecard to E-Business and E-Marketing Balanced Scorecard for Raytheon's E-Business .... 45 Chapter 3 The E-Marketing Plan ................................ 47 Overview of the E-Marketing Planning Process ................... 48 Creating an E-Marketing Plan ................................... 48 The Napkin Plan ............................................. 49 The Venture Capital E-Marketing Plan ........................ 50 A Seven-Step E-Marketing Plan .................................. 50 Step 1—Situation Analysis ...................................... 52 Step 2—E-Marketing Strategic Planning .......................... 53 Step 3—Objectives .............................................. 54 Step 4—E-Marketing Strategies .................................. 54 The Offer: Product Strategies ............................... 55 The Value: Pricing Strategies ............................... 55 Distribution Strategies ..................................... 56 Marketing Communication Strategies .......................... 56 Relationship Management Strategies .......................... 56 Step 5—Implementation Plan ..................................... 56 Step 6—Budget .................................................. 57 Revenue Forecast ............................................ 57 E-Marketing Costs ........................................... 58 Step 7—Evaluation Plan ......................................... 58 PART 2 E-Marketing Environment ................................ 63 Chapter 4 Building Inclusive E-Markets ........................ 65 Overview of Global E-Marketing Issues .......................... 67 Global Markets .............................................. 67 Emerging Economies .......................................... 69 Importance of Information Technology ........................ 71 Country and Market Opportunity Analysis ........................ 71 Market Similarity ........................................... 72 E-Commerce Payment and Trust Issues ......................... 73 Technological Readiness Influences Marketing ................... 77 Computers and Telephones .................................... 77 nternet Connection Costs .................................... 79 Connection Speeds: Broadband's Influence .................... 80 Electricity Problems ........................................ 81 Wireless Internet Access ....................................... 82 The Digital Divide ............................................. 84 Building Inclusive E-Markets ................................... 86 Chapter 5 Ethical and Legal Issues ............................ 92 Overview of Ethics and Legal Issues ............................ 93 Ethics and Ethical Codes .................................... 94 The Problem of Self-Regulation .............................. 95 Privacy ........................................................ 97 Privacy Within Digital Contexts ............................. 98 International Privacy Issues ............................... 101 Digital Property .............................................. 103 Patents .................................................... 103 Copyright .................................................. 104 Trademarks ................................................. 105 Licenses ................................................... 107 Trade Secrets .............................................. 109 Data Ownership ............................................. 109 Online Expression ............................................. 110 Emerging Issues ............................................... 112 Online Governance and ICANN ............................... 112 Jurisdiction ............................................... 112 Fraud ...................................................... 113 PART 3 E-Marketing Strategy .................................. 119 Chapter 6 E-Marketing Research ............................... 121 Data Drive Strategy ........................................... 122 Marketing Knowledge Management ................................ 124 The Electronic Marketing Information System ................ 125 Source 1: Internal Records ................................. 126 Source 2: Secondary Data ................................... 128 Source 3: Primary Data ..................................... 133 Monitoring the Social Media ................................... 142 Other Technology-Enabled Approaches ........................... 144 Client-Side Data Collection ................................ 145 Server-Side Data Collection ................................ 145 Real-Space Approaches ......................................... 146 Marketing Databases and Data Warehouses ....................... 147 Data Analysis and Distribution ................................ 148 Knowledge Management Metrics .................................. 149 Chapter 7 Consumer Behavior Online ........................... 153 Consumers in the Twenty-First Century ......................... 154 Inside the Internet Exchange Process .......................... 155 Technological Context ...................................... 156 Social and Cultural Contexts ............................... 157 Legal Context .............................................. 163 Individual Characteristics and Resources ................... 163 Internet Exchange .......................................... 166 Exchange Outcomes .......................................... 166 Chapter 8 Segmentation, Targeting, Differentiation, and Positioning Strategies ........................................ 172 Segmentation and Targeting Overview ........................... 173 Three Markets ................................................. 174 Business Market ............................................ 175 Government Market .......................................... 175 Consumer Market ............................................ 175 Market Segmentation Bases and Variables ....................... 175 Geographic Segments ........................................ 177 Important Geographic Segments for E-Marketing .............. 177 Demographic Segments ....................................... 179 Psychographic Segments ..................................... 183 Behavior Segments .......................................... 187 Targeting Online Customers .................................... 191 Differentiation Online ........................................ 191 Online Positioning Bases ...................................... 194 PART 4 E-Marketing Management ................................ 199 Chapter 9 Product: The Online Offer .......................... 201 Many Products Capitalize on Internet Properties ............... 203 Creating Customer Value Online ................................ 203 Product Benefits .............................................. 204 Attributes ................................................. 204 Branding ................................................... 205 Support Services ........................................... 213 Labeling ................................................... 213 E-Marketing Enhanced Product Development ...................... 214 Customer Codesign .......................................... 214 Internet Properties Spawn Other Opportunities .............. 216 New-Product Strategies for E-Marketing ..................... 216 Chapter 10 Price: The Online Value ............................ 220 The Internet Changes Pricing Strategies ....................... 221 Buyer and Seller Perspectives ................................. 221 Buyer View ................................................. 221 Seller View ................................................ 225 Payment Options ............................................... 232 Pricing Strategies ............................................ 235 Fixed Pricing .............................................. 236 Dynamic Pricing ............................................ 236 Renting Software ........................................... 240 Chapter 11 The Internet for Distribution ...................... 242 Distribution Channel Overview ................................. 243 Online Channel Intermediaries ................................. 244 Content Sponsorship ........................................ 245 Infomediary ................................................ 246 Intermediary Models ........................................ 247 Distribution Channel Length and Functions ..................... 254 Functions of a Distribution Channel ........................ 255 Distribution System ........................................ 261 Channel Management and Power .................................. 263 Distribution Channel Metrics .................................. 264 B2C Market ................................................. 264 B2B Market ................................................. 265 Chapter 12 E-Marketing Communication Tools .................... 268 E-Marketing Communication ..................................... 269 Integrated Marketing Communication (IMC) ................... 270 Marketing Communication Tools .............................. 270 IMC Goals and Strategies ................................... 271 Branding Versus Direct Response ............................ 272 Internet Advertising .......................................... 272 Trends in Internet Advertising ............................. 273 Internet Advertising Formats and Types ..................... 274 Marketing Public Relations (MPR) .............................. 281 WebSite .................................................... 281 Online Events .............................................. 282 Podcasts ................................................... 283 Build a Buzz Online ........................................ 283 Sales Promotion Offers ........................................ 284 Sampling ................................................... 285 Сontests, Sweepstakes, and Games ........................... 286 Sales Promotion Metrics .................................... 288 Direct Marketing .............................................. 288 E-Mail ..................................................... 288 Permission Marketing: Opt-In, Opt-Out ...................... 290 Rules for Successful E-Mail Marketing ...................... 291 Viral Marketing ............................................ 292 Text Messaging ............................................. 293 Location-Based Marketing ................................... 296 Direct Marketing Metrics ................................... 296 Spam ....................................................... 298 Privacy .................................................... 298 Personal Selling .............................................. 299 IMC Metrics ................................................... 300 Effectiveness Evidence ..................................... 301 Chapter 13 Engaging Customers with Social Media ............... 305 Elements of Social Media ...................................... 306 What Are the Social Media? ................................. 306 Types of Social Media 307 How Businesses Use Social Media ...................................................... 311 Social Media Strategies .................................... 312 Community Building Principles .............................. 320 Social Media Performance Metrics .............................. 320 Chapter 14 Buying Digital Media Space ......................... 325 Marketing Communication Media ................................. 326 Media Characteristics ...................................... 327 Digital Media ................................................. 329 Search Engines as Reputation Aggregators ................... 330 Social Media Advertising ................................... 337 Mobile Advertising ......................................... 339 Branding and Direct Response Media Goals ...................... 340 Which Media to Buy? ........................................... 340 Effective Internet Buys .................................... 342 Efficient Internet Buys .................................... 342 Metrics Example ............................................ 344 Chapter 15 Customer Relationship Management ................... 348 Building Customer Relationships, 1:1 .......................... 349 Relationship Marketing Defined ................................ 350 Stakeholders .................................................. 351 Three Pillars of Relationship Marketing ....................... 352 Customer Relationship Management (CRM) ........................ 353 CRM Benefits ............................................... 353 CRM Building Blocks ........................................... 354 1 CRM Vision ................................................. 355 2 CRM Strategy ............................................... 357 3 Customer Experience Management ............................. 359 4 Customer Collaboration Management .......................... 360 5 Organizational Collaboration ............................... 361 6 CRM Processes .............................................. 363 7 CRM Information ............................................ 367 8 CRM Technology ............................................. 368 9 CRM Metrics ................................................ 377 Ten Rules for CRM Success ..................................... 379 Appendix A Internet Penetration Worldwide as of April 30, 2010 .............................................. 383 Appendix В Glossary .......................................... 389 Appendix С References ........................................ 403 Index ......................................................... 409