Marketing on the Internet - Principles of On-Line Marketing 1e
Yayıncı Pearson Education ( 05 / 1999 ) ISBN 9780130105851 | İngilizce | 383 Sayfa | Türler İşletme-Pazarlama
Designed for courses covering Marketing on the Internet and/or Electronic Commerce, this book discusses the tools and techniques being used today to harness the vast marketing potential of the Internet. Are you looking for a text that discusses the growing importance of the internet, and electronic commerce to marketing? Grounds coverage in marketing concepts and theory-unlike most popular Internet books-allowing coverage to reinforce material from other marketing classes. Discusses the Net (1) for new products and services, (2) as both direct and indirect distribution channel, and (3) for marketing communications such as advertising, sales promotions, public relations and lead generation. Presents the Internet as a strategic marketing tool, including a thorough evaluation of the Web for advertising as compared with traditional broadcast and print media using decision criteria used by today's media buyers. Discusses important technology in terms that marketers can understand, including a clear, accessible presentation of the essential planning information required for building a Web site. Describes how to effectively and efficiently use the Net for market research, including Web-based environmental scanning and an explanation of how to evaluate the quality of Web data. Discusses primary data collection online, providing a thorough discussion of the strengths and weaknesses of this methodology. Expands on a wealth of Web-based business models throughout the book, categorizing Web marketing according to strategic use. Outlines various business models, such as building traffic to a site and selling advertising, enhancing current marketing programs with various online tactics, and creating new intermediaries such as shopping and software agents. Includes Internet exercises and questions at the end of each chapter. I. ONLINE MARKETING PRELUDE. 1. Introduction to the Internet. 2. Internet User Characteristics and Behavior. 3. Online Research. II. INTERNET MARKETING STRATEGIES. 4. Products and Pricing on the Net. 5. The Net as Distribution Channel. 6. Marketing Communications on the Net. 7. Relationship Marketing Through Online Strategies. III. THE INTERNET MARKETING PLAN. 8. The Internet Marketing Plan. Appendix A. The History and Technology of the Net. Appendix B. Basic Online Search Procedures. Appendix C. ESOMAR Guideline on Conducting Marketing and Opinion Research Using the Internet. Appendix D. American Marketing Association Code of Ethics for Marketing on the Internet. Glossary. References.