Internet Marketing
Strategy, Implementation & Practice
2nd Edition
By Dave Chaffey, et al.
Financial Times / Pearson Education
January 2003
ISBN: 0-273-65883-2
504 Pages, 7 3/4" x 10 1/2"
$99.50 Paper Original
This book is a comprehensive guide to how organizations can use the internet to support their marketing activities and covers all aspects of Internet marketing - environment analysis, strategy development and implementation. Building on the successful and widely regarded first edition, this second edition has a completely revised structure and streamlined content, increasing the marketing orientation of the text by decreasing technical background about the internet.
New to this edition: a revised structure providing a clear sequence to the stages of strategy development and implementation; a new chapter on how the Internet can be used to vary the marketing mix; new chapters on the micro- and macro-environment for the Internet, providing a foundation for strategy development, strategy chapter has been updated to reflect latest thinking; greater detail on Internet marketing communications, including the latest techniques, such as pay-per-click search engines and viral marketing; new case studies; relationship marketing chapter now takes a CRM-oriented approach; new, four-color design to improve clarity. A companion Website at www.booksites.net/chaffey includes study material designed to help your understanding, extensive links to useful websites and an online glossary.
Contents
CHAPTER 1 Introduction to Internet Marketing 1. The Internet and the marketing
concept 2. Avoiding Internet marketing myopia 3. Internet marketing defined
4. E-marketing defined 5. E-marketing 6. E-commerce and e-business defined
7. E-business defined 8. Business or consumer model 9. What benefits does
the Internet provide for the marketer? 10. A short introduction to Internet
technology 11. How does the Internet work? 12. Web page standards 13. Text
information and data – XML (Extensible markup language) 14. Internet access
software applications 15. From the Internet to intranets and extranets 16.
How do Internet marketing communications differ from traditional marketing
communications? 17. Conversion marketing
CHAPTER 2 The Internet Micro-Environment 1. Marketplace 2. Competitive forces
3. Examples of changes to the five forces 4. Commoditisation 5. From value
chain to value network 6. Value chain 7. Restructuring the internal value
chain 8. Value Networks 9. New channel structures 10. Countermediation 11.
Location of trading in marketplace 12. Commercial arrangement for transactions
13. Business models in e-commerce 14. Revenue models 15. Organisational characteristics
and capabilities 16. Customers 17. Assessing demand for e-commerce services
18. (1) Internet access 19. (2) Consumers influenced by using the online channel
20. (3) Purchased online 21. Online demand for business services 22. Suppliers
23. Competitors 24. Intermediaries 25. Types of portals 26. Exercises and
questions FURTHER READING WEB LINKS
CHAPTER 3 The Internet macro-environment 1. Social and ethical factors 2.
Social exclusion 3. Ethical issues of Internet usage 4. Privacy and trust
5. Technological factors 6. Alternative digital technologies 7. Mobile or
wireless access devices 8. Interactive Digital Television 9. Security 10.
Principles of secure systems 11. Approaches to developing secure systems 12.
Symmetric encryption 13. Asymmetric encryption 14. Virtual Private Network
15. Current approaches to E-commerce security 16. Hackers and viruses 17.
Alternative payment systems 18. Payment systems 19. Reassuring the customer
20. Economic factors 21. Globalisation 22. Political and Legal factors 23.
Internet governance 24. Taxation 25. Tax jurisdiction 26. Freedom restrictive
legislation 27. Summary FURTHER READING Web site links
CHAPTER 4 Internet marketing strategy 1. An integrated Internet marketing
strategy 2. Is a separate Internet marketing strategy needed? 3. A generic
strategic approach 4. Situation review 5. Internal audit or analysis 6. Stage
models of the online presence 7. External audits or analysis 8. Demand analysis
9. Competitor analysis 10. Intermediary analysis 11. Assessing opportunities
and threats 12. Goal setting 13. The online revenue contribution 14. Strategy
formulation 15. Decision 1 Target marketing strategy 16. Decision 2 Differentiation
and positioning 17. The online value proposition 18. Michael Porter’s views
on differentiation 19. Decision 3 Resourcing – Internet marketing prioritisation
20. Assessing different Internet projects 21. Decision 4 Customer relationship
management priorities and financial control 22. Decision 5 Market and product
development strategies 23. Decision 6 Business and revenue models 24. Decision
7 Organisational structures 25. Internal structures 26. Links with other organisations
27. Decision 8 Channel structure modifications 28. Technological integration
CHAPTER 5 The Internet marketing mix 1. Introduction 2. Product 3. The Internet
and branding 4. Brand identity 5. Options for changing brand identity online
6. Price 7. Increased price transparency 8. Downward pressure on price 9.
New pricing approaches (including auctions) 10. Alternative pricing structure
or policies 11. Place 12. Place of purchase 13. Localisation 14. New channel
structures 15. Channel conflicts 16. Virtual organisations 17. Promotion 18.
People, process and physical evidence
CHAPTER 6 Relationship marketing using the Internet 1. Relationship marketing
2. Benefits of relationship marketing 3. Benefits of online relationship marketing
4. Key concepts of online customer relationship management (CRM) 5. Marketing
applications of CRM 6. CRM technologies and data 7. The customer lifecycle
8. Permission marketing 9. Personalisation and mass customisation 10. Online
service quality 11. Approaches to implementing e-CRM 12. Stage 1: Attract
new and existing customers to site 13. Stage 2a Incentivise visitors to action
14. Stage 2b Capture customer information to maintain relationship 15. Stage
3 Maintain dialogue using online communication 16. Maintain dialogue using
offline communication 17. The IDIC approach to relationship building 18. Techniques
and technologies for implementing e-CRM 19. Databases 20. Analysing the customer
base 21. Web page personalisation 22. E-mail 23. Virtual communities 24. Integrating
the Internet with other forms of direct marketing 25. Telemarketing and the
Internet 26. Outbound telemarketing 27. Inbound telemarketing 28. Call centres
CHAPTER 7 Delivering online service quality 1. Service quality 2. Tangibles
3. Reliability 4. Responsiveness 5. Assurance 6. Empathy 7. The relationship
between service quality, customer satisfaction and loyalty 8. Planning web
site development 9. Web site prototyping 10. Initiation of the web site project
11. Domain name registration 12. Selecting an internet service provider (ISP)
13. The performance of the web site 14. The availability of the web site 15.
Who is involved in a web site project? 16. Researching site users’ requirements
17. Methods of finding customer needs 18. Customer orientation 19. Localisation
20. Reviewing competitors’ web sites 21. Designing the information architecture
22. Online buyer behaviour 23. Models of online buyer behaviour 24. Hierarchy
of response models 25. Designing the user experience 26. Developing customer-oriented
content 27. Evaluating designs 28. Marketing-led site design 29. Elements
of site design 30. Site design and structure 31. Site style 32. Site personality
33. Graphic design 34. Site organisation 35. Site navigation schemes 36. Menu
options 37. Page design 38. Content design 39. Completion of online forms
– best practice 40. Development and testing of content 41. Testing content
42. Tools for web site development and testing 43. Basic text editors 44.
Specialised HTML and graphics editors 45. Promote site
CHAPTER 8 Interactive marketing communications 1. The characteristics of interactive
marketing communications 2. Differences in advertising between traditional
and new media 3. Integrated Internet marketing communications 4. Integration
through time 5. Callback services 6. Conversion marketing objectives 7. Timescales
for objective setting 8. Costs 9. Offline promotion techniques 10. Incidental
and specific advertising of the online presence 11. Public relations 12. Direct
marketing 13. Other physic of mouth 15. Online promotion techniques 16. Online
promotion technique – banner advertising 17. Measurement 18. Banner ad formats
19. Buying advertising 20. Locations for placing banner advertising 21. How
effective are banner ads? 22. Online promotion method – affiliate networks
23. Online promotion technique – Search engine registration and optimisation
24. How do search engines work? 25. Paid for search engine positioning 26.
Online promotion technique - link building 27. Online promotion technique
– e-mail marketing 28. E-mail for customer acquisition 29. E-mail for customer
retention and extension 30. E-mail creative 31. Managing inbound e-mail communications
32. Online promotion technique – viral marketing 33. Loyalty techniques and
online incentive schemes 34. On-site promotional techniques 35. Purchase follow-up
activities 36. Selecting the optimal communications mix 37. Acquisition costs
38. Measuring effectiveness 39. Relative effectiveness of referers
CHAPTER 9 Maintaining and monitoring the online presence 1. The maintenance
process 2. How often should material be updated? 3. Responsibilities in web
site maintenance 4. Who owns the process? 5. Who owns the content? 6. Who
owns the format? 7. Who owns the technology? 8. Content management 9. Measuring
Internet marketing effectiveness 10. Stage 1. Creating a performance measurement
system 11. Stage 2 Defining the performance metrics framework 12. An Internet
marketing measurement framework 13. Stage 3 Introducing techniques to collect
metrics and summarise results 14. Collecting site visitor activity data 15.
Site visitor activity data 16. Collecting site outcome data 17. Collecting
market research data 18. Types of data collected 19. Channel promotion 20.
Channel behaviour 21. Channel satisfaction 22. Marketing research 23. Channel
outcomes 24. Channel profitability
CHAPTER 10 Business-to-Consumer Internet marketing 1. Introduction 2. Business-to-consumer
context 3. Internet Retailing History 4. Internet Geography 5. Internet Consumer
Markets 6. Internet Buyers 7. Business-to-consumer Retail Formats 11Online
Retail Activities 8. Information functions 9. Interactive functions 10. What’s
in the e-Store? 11. Implications for Internet Retail Marketing Strategy 12.
Summary 13. Exercises and Questions 14. References 15. Web References Further
Reading
CHAPTER 11 Business-to-Business Internet Marketing 1. Introduction 2. Business-to-business
context 3. Key Themes and Concepts 4. Interorganisational exchanges 5. Traditional
and Reverse Market Exchanges 6. The Traditional Buying Process 7. Digitally
Enhanced Buying 8. e-buy business models 9. The Traditional Selling Process
10. E-sales 11. Organisational Markets 12. Industrial Markets 13. Reseller
Markets 14. Country 15. Government Markets 16. E-markets 17. e-Marketing Strategies
18. Summary 19. Exercises and Questions 20. References Further Reading Web
Site References
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