This book asserts that, while the Internet is a transformational innovation, pure Internet firms do not represent the future, as failures in recent history attest. The text builds upon the fact that the future of the Internet lies in the activities of organizations large and small, in all market spaces, that use the Internet to improve service to customers and increase organizational productivity. Many powerful e-marketers predate the Internet, have strong brand identities, and use the Internet wisely to broaden the set of options, across the marketing and logistics mix that they can offer to their customers, suppliers and partners. The underlying paradigm in the text visualizes the Internet as a significant new channel for communications and transactions that needs to be integrated into enterprise marketing strategies. In this process, businesses are transformed from isolated entities into extended enterprises: organizations whose boundaries have become permeable, admitting both suppliers and customers into many parts of the corporate information repository and requiring their participation in many aspects of daily operations. - Using broad but balanced coverage, the text analyses advertising and content delivery capabilities of the Internet as well as its transactional ones. Business-to-business and business-to-consumer applications are also examined. Domestic and global applications include services as well as tangible product environments, small firms and large enterprises. - All aspects of the Internet are examined and explained to show their relevance to the Internet and its effect on marketing. These topics include Internet consumer behaviour and research, customer acquisition and retention strategies, customer service and support, effective web sites, program evaluation metrics, social issues, and recent developments like wireless technology and mobile commerce. - All chapters are organized around a conceptual framework to help students understand how concepts build upon one another. Complex technical subjects are explained in easy, non-technical language and the use of detailed illustrations help to explain strategies, programs and Internet marketing operations.

Table of Contents:
PART I. CREATING STAKEHOLDER VALUE ON THE INTERNET Chapter 1Marketing 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 2The 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 3Business 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 4Business 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 5The 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 7Awareness, 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 8Customer 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 9Developing 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 10Measuring 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 11Customer 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 12Social 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 13Social 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 14Leveraging 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 15Going 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