Wired marketing : energizing business for e-commerce

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Title:

Author:

Hardaker, Glenn.

ISBN:

9780471496458

Personal Author:

Hardaker, Glenn.

Publication Information:

Physical Description:

xiv, 266 pages : illustrations ; 24 cm

Contents:

Marketing transformation on the Internet -- Introduction to Internet marketing Marketing concept: a brief history Electronic commerce and the Internet revolution Online selling through the Internet Evolution from direct into interactive online marketing Business models for interactive marketing Evolution of Internet-based business models Emerging role of syndication Model implementation and evaluation Online resources for Internet marketing technologies Interactive marketing information systems Route map to the foundations of Internet technology Communications infrastructure for web-based marketing Cyberspace information for interactive marketing Building your market intelligence tools Interactive marketing and the marketing process -- Marketing communications on the Internet Process of online marketing communications E-business grid for integrated marketing communication Interactive marketing communication tools Technological developments for marketing communication Internet customer and relationship marketing Theoretical basis of relationship marketing Buyer-supplier relationships on the Internet Developing web relations Strategic benefits of virtual relationships New buyer behaviour directions through virtual communities Interactive marketing directions for e-commerce Marketing transformation through virtual environments Evolution of buyer behaviour concepts on the World Wide Web Hypermedia support for new media based buyer behaviour Managing your customer through e-commerce -- Supply chain management for Internet commerce Structural and supply chain redesign issues Potential role of the Internet Virtual sourcing Supplier sourcing decision Developing partnerships on the Internet Performance measurement on the Internet Consumer on-line payment solutions for e-commerce An integrated approach towards e-commerce Vital components for consumer online e-commerce Steps in processing online credit card transactions How to build a successful e-commerce site Products and tools for building your e-commerce site Privacy and security issues for e-commerce Electronic commerce safety and network security Authentication Securing data integrity, privacy and accountability Marketing ethics on the Internet Emergence of accountable marketing Working towards a code of ethical conduct on the Web Main issues of ethical concern Rules of ownership Enforcement and operationalizing ethical codes Internet tools for wired marketing -- Advanced web technology for interactive marketing Intersection between marketing and open-source solutions Intelligent agent software for personalized information and e-commerce Mobile push and pull technologies Web-to-database integration Broadband application across the Web Strategic Internet marketing planning Business and market analysis Integrated online marketing communications strategies Internet marketing: planning development paths Internet marketing budget and resources allocation Risk analysis and contingency planning

Abstract:

Provides a mix of strategic and technical knowledge designed primarily for students on marketing-related courses. This book focuses on the Internet as a marketing tool in the context of rapidly changing business and consumer markets, including the emergence of eCommerce on the World Wide Web.

Subject Term:

Internet marketing.

Added Author:

Graham, Gary, 1966-

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168016066108	658.84 H258W 2001	1	Searching... Unknown
Searching... 1:VGBDX	1:GEN-BOOK	000051507	658.84 HAR	1	Searching... Unknown

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Summary

Wired Marketing provides a unique mix of strategic and technical knowledge designed primarily for students on marketing-related courses. It focuses on the Internet as a marketing tool in the context of rapidly changing business and consumer markets, including the emergence of eCommerce on the World Wide Web. Part one of the book deepens the marketing concept, by providing an overall outline of the role and importance of Internet marketing to e-commerce. In particular the first part of the book looks at the technological-driven shift in the marketing paradigm from direct marketing towards interactive marketing on the World Wide Web. Part one also outlines the fundamental Internet based changes in both the consumer and business-to-business markets.

The second part of the book broadens the marketing concept by exploring the move towards new interactive forms of marketing and changing communication processes as a consequence. It proposes, for example, in the chapter on marketing communications an e-based communications mix that illustrates the impact of new technology. This broadening of the marketing concept, by the Internet is extended further through a focus on supply chain management. Here we explore the way the Internet is changing how enterprises interact with their suppliers, partners and customers. It looks at the implications for managing the customer. The music industry is one of a number of examples used.

The final part of the book is intended to provide a marketing and e-commerce "toolkit" for the Internet. Part four will provide useful web-links to marketing sites of importance, offering leading edge marketing information and useful software applications. In particular this section will provide an insight into Advanced Web based marketing technology for the Internet. Finally the book will consider approaches towards strategic Internet marketing planning with a particular focus on flexibility, speed and the customer. The style of the book is to encourage the application of practical knowledge, but it also attempts to offer in-depth understanding of the changing nature of marketing through trading by e-commerce. The main text willl be supplemented with extensive practical case examples and also various web links which illustrate that the Internet is radically altering marketing and e-commerce practices. Supplementary materials for lectures will be provided on a web site.