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This innovative and exciting first edition combines the traditional proven marketing process of situation analysis, marketing planning and marketing implementation to introduce the enhanced speed, accuracy, and targetability of electronic marketing resources. This is the ideal guide for the marketing student to understand and integrate electronic resources into the learning process. The text builds on the intense interest surrounding the evolving field of Internet Marketing while recognising that the Internet is only one communication channel among many. Cases on the site objectives and development from innovative and high-recognition companies such as Bayer, IBM, and Disney, expose students to today's electronic marketing strategic and tactical environment. Features: * Cases on site development from innovative companies such as Pepsi, Dannon, Bayer, and Oracle expose students to today's electronic marketing and communications environment, enhancing interest and understanding. * "Vision" boxes on future issues such as ethics, cookies, caching sites, invisible trademarks, and other conceptual controversies reflect the text's timeliness and its authors' expertise. * Interview boxes with online strategists, artists, audio specialists, and war stories of both successes and failures among on line practitioners will bring home the ideas that are being presented in this book. * Key terms are defined and additional Internet resources are referenced as examples to reinforce the information being provided.

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CONTENTS

PART ONE The Concept of Electronic Marketing = 1

 Chapter 1 The Concepts of Electronic Marketing = 1

  Introduction to the Resources of Electronic Marketing = 3

  Introduction = 4

  The Marketer Enters the Online Age = 4

  Listening to the Consumer Speak = 5

  The Importance of Electronic Marketing Resources in Business Today = 6

  Is E-Commerce for Large or Small Companies = 12

  What Electronic Marketing Tools Are Shaping the Future = 13

  Electronic Marketing Resources, Strategic or Tactical? = 16

  Navigating through a World of Change = 18

 Chapter 2 Concept of Electronic Commerce and the Traditional Marketing Process = 23

  Introduction = 24

  Is Anybody Out There? = 24

  Why Should Companies Consider Using Electronic Marketing? = 28

  Enter the Virtual Retailer = 30

  Comparing the Traditional Marketing Process Model = 30

  Evaluating the Online Marketing Situation = 33

  Defining the Information Search = 36

  Proposed Market Description = 39

  New Product or Service Definition = 39

  Environmental Factors and Market Trends = 40

  Demographic and Other Characteristics = 41

  Company History and Competencies = 43

  Competitive Analysis and Evaluation = 44

  Assessment of the Niche Opportunity = 45

 Chapter 3 Marketing Planning Stage for Online Activities = 48

  Introduction = 49

  Planning with Electronic Ps = 49

  Crafting a Unique Online Image and Identity = 50

  Building the Marketing Plan = 52

  Selection of Prospect Groups Is Critical = 53

  Framing the Ps of the E-Marketing Plan = 55

  Defining the Product or Service = 55

  Pricing Knowledge Will Become Universal = 64

  A Targeted Promotional Strategy = 68

  Formulating the Marketing Budget = 69

 Chapter 4 The Actions of Marketing Implementation

  Introduction = 73

  Minding the Details = 73

  Customer Tracking Strategies = 75

  Keeping in Touch with the Customer = 76

  Setting Priorities for Actions = 78

  Assigning Program Responsibilities = 81

  The Disadvantages of Implementation = 85

  Planning for the Entire Year = 86

  Measuring Performance = 88

 Chapter 5 An Introduction to the Internet = 93

  Introduction = 94

  The Internet as a Whole = 94

  The History of the Internet = 95

  In the Beginning = 95

  Internet Tools Are Invented = 95

  An Online Community Begins = 98

  The Revolution Starts with the Explosion of Personal Computers(PCs) = 99

  Problems and Solutions = 101

  Things Speed Up and the Internet Takes Off = 102

  The World Goes Graphical = 103

  Consumers Go Online = 104

  Current Internet Usage Trends = 105

  E-mail = 106

  Telnet = 106

  File Transfer Protocal(FTP) = 107

  The World Wide Web(WWW) = 107

  What Can a World Wide Web Address Report? = 105

  Current Internet Operation and Tools = 105

 Chapter 6 Concept of the Virtual Store for Marketing Products and Services = 111

  Introduction = 112

  Retailing Approaches : Virtual versus Tangible = 112

  The JCPenney Minster Web Site = 113

  The Advantages of a Virtual Store = 115

  The Disadvantages of a Virtual Store = 119

  The Value of the Virtual Storefront and the Cybermall = 121

  Building the Cyberstore's Awareness = 124

  Deciding the Online Marketing Objectives = 124

  E-Commerce Image and Identity Development = 126

  Searching for the Product or Service Differentiation = 127

PART TWO Integrating Electronic Marketing Resources = 133

 Chapter 7 The Tools of Electronic Marketing Resources = 135

  Introduction = 136

  The Electronics of E-Commerce = 136

  The Data Warehouse = 137

  E-mail, a Hardworking Messenger = 138

  The Internet's Interconnections = 139

  The Wonders of the World Wide Web = 140

  The Advantages and Disadvantages of a Web Presence = 142

  The Internet Culture Blossoms = 143

  The Spread of Interface Culture = 144

  Robot Shopping Agents = 144

  The Extended Memory of CD-ROMs = 145

  The Benefits of Database and Other Software Marketing Tools = 146

  Front-End or Back-End Application? = 146

  Communications Networks = 147

  Software Working Hand in Hand = 148

  Reporting and Planning Systems = 148

  Optical Scanners = 149

  Fax-Back Systems = 149

  Web Portal Sites = 151

  The Limitations of Electronic Marketing Resources = 153

  The Problems with the Web Site = 155

 Chapter 8 Segmenting and Analyzing the Target Market = 159

  Introduction = 160

  Searching through 130 Million Households = 160

  The Value of Marketing Databases = 160

  Why Are the Concept and Practice of Segmentation so Important? = 162

  Investigating the Typical Demographic Report = 163

  Psychographics, the Clustering Households with Similar Lifestyles = 164

  Finding Clusters of Similar-Minded Consumers = 166

  The iVALS Internet Psychographics Methodology = 168

  Electronic Marketing Tracking Tools = 170

  Art and Science = 172

  An Exercise in Demographic and Psychographic Analysis = 173

  The Segmentation Technique of Geographical Mapping = 173

  Benefits of Mapping = 174

  Database Mapping and the Electronic Marketer = 175

 Chapter 9 Integrating the Promotional Mix = 180

  Introduction = 181

  Developing the Online Awareness = 182

  Commerce and Communications = 184

  The Unique Push Property of the Web = 186

  Formulating the Promotional Strategy = 187

  Using Different Tools in Different Situations = 191

  Developing a Unique Creative Strategy = 193

  Still Appealing to the Senses = 195

  Assistance from an Interactive Advertising Agency = 196

  The Components of the Promotional Plan = 198

  Consumers Are Actively Searching for Helpful Sites = 208

 Chapter 10 Using the Internet = 212

  Introduction = 213

  Just What Can You Get from the World Wide Web? = 213

  A View of the Page Menu = 214

  A Home Page for Commercial Content = 215

  Personal Use of the Web = 217

  Consumer Habits Are Being Formed = 218

  Knowing the Expectations of the Clientele = 219

  Taking Poles. of Your Customers' Opinions = 219

  Specialty among Equals = 221

  Techniques for More Efficient Web Searches = 222

  The Culture of the Internet = 223

  Learning Proper Netiquette = 224

  E-mail, Mailing Lists, and Usenet Newsgroup Netiquette = 224

  Telnet Netiquette = 226

  FTP Netiquette = 226

  Adding Body Language to Netiquette = 227

 Chapter 11 Web Page Design = 230

  Introduction = 231

  Web Site Design : Both Simple and Complex = 231

  Issues of Web Site Design = 232

  The Analysis Phase = 232

  The Actions of the Design Phase = 233

  Develop the Look and Feel(Building Phase) = 235

  Creating HTML Documents : The Language of the Web = 237

  HTML Standards and Practices = 239

  Good and Bad HTML = 239

  What Are Tags and How Are They Structured? = 240

  What Should Be Included on Every Web Page? = 240

  The ＜HEAD＞ Section : Making It Searchable = 242

  The ＜BODY＞ Section : Holding It All Together = 243

  Formatting the Page : Making It Look Good = 244

  Numbered or Ordered Lists = 249

  Bulleted or Unordered Lists = 249

  Definition and Glossary Lists = 250

  Adding Visual Appeal with Images = 254

  Test the Sate = 257

  Be Sure to Register Your Site = 258

 Chapter 12 Capturing Customer Profiles and Data Management = 261

  Introduction = 262

  Keeping the House in Order = 262

  Measuring the Values of the Database = 264

  Building a Transactional Database = 265

  The Compiled Database as an Alternative = 265

  Designing a Proprietary Marketing Database = 266

  Software Systems for Traffic Measurement to Web Sites = 267

  A Quick Overview of Database Definitions = 269

  What Exactly Does "Relational" Mean and How Does It Work? = 270

  Understanding the Database Elements = 270

  Tables = 270

  Forms = 270

  Tips on Gathering Information over the Internet = 272

  Queries = 273

  Reports = 274

  Database Design = 275

  Creating a Database in Microsoft Access = 277

  Creating Tables = 278

  Creating Forms = 280

  Inserting Customer Data = 281

  Additional Database Resources = 281

 Chapter 13 Considerations for Ongoing Customer Communications = 285

  Introduction = 286

  The Value of Repeat Customers = 286

  Where Do You Stand? = 287

  Should It Be Called Customer Communications? = 288

  Establishing the Electronic Customer Service Program = 290

  Evaluating the Sources of Feedback = 290

  Source 1 : Customer Complaints = 291

  Source 2 : Direct Customer Contact = 291

  Source 3 : Your Own E-mail = 291

  Source 4 : The Formal Customer Survey = 291

  Source 5 : Suppliers and Manufacturers = 292

  Source 6 : Employee and Associate Sessions = 292

  Source 7 : Your Neighborhood = 292

  Source 8 : Community Involvement = 293

  Source 9 : The Online Community Involvement = 293

  Delivering Service as the Number One Priority = 293

  Making Web Forms = 294

  What Is a Form? = 295

  How to Make CGI Scripts Work = 298

  Implementing the

  Commerce Concept = 303

PART THREE Implementing the Commerce Concept = 303

 Chapter 14 Establishing and Promoting the Virtual Store = 305

  Introduction = 306

  The Best Advice Is "Go Slow" = 306

  The Triad in Action = 307

  Do It Yourself or Hire a Developer? = 308

  Engaging a Storefront Developer = 311

  Joining a Cybermall? = 312

  The Marketing Duties of a Web Site Master = 314

  Choosing an Internet Service Provider = 315

  Promoting the Web Site = 317

  Planning and Organization = 318

  Tactical Online Targeting = 319

  Keys to Building a Successful Commercial Web Site = 322

  How Can You Get Web Surfers Hooked? = 322

  Sources for Professional Net Advertising Information = 323

  The Present State of Online Commerce = 323

  Review of Future Estimates by Consumer Product／Service Categories = 324

 Chapter 15 Security on the E-Commerce Site = 328

  Introduction = 329

  A Survey of Cryptography = 329

  Digital Certificates = 331

  Secure Sockets Layer(SSL) = 332

  Limits of SSL = 334

  Secure Electronic Transaction(SET) = 335

  Workings of SET = 337

  The Purchasing Process = 338

  The Setup = 338

  The Shopping Experience = 338

  Limitations of SET and SSL = 341

  Special Topics = 345

PART FOUR Special Topics = 345

 Chapter 16 Special Opportunities for Business-to-Business Commerce = 347

  Introduction = 348

  The Brave, New World of the Web = 348

  Defining the Business User = 348

  The Logic of Web Usage by Business-to-Business Organhations = 350

  The Opportunities for Electronic Marketing Resources in Business-to-Business Transactions = 352

  What Is the Key Commodity in Business-to-Business Transactions? = 355

  E-Business Strategies Are Selling Products and Services = 356

  The Electronic Marketing Resources for E-Business = 357

  Internal Considerations for Business Operations = 360

  Disadvantages of Online Business-to-Business Commerce = 360

  E-Business Sales Forecasts by Industry = 364

 Chapter 17 Implications to the International Marketing Program = 367

  Introduction = 368

  Analyzing the International Markets by Geography = 368

  The Geographical Regions of E-Commerce Promise = 370

  Every Country Has an Address Code = 371

  General Demographics Information on European and World Markets = 375

  Patience Will Be Required = 378

  Internet Appliances in Europe = 379

  Keeping Web Pages Strong but Neutral = 379

  The Other Problems of International E-commerce = 380

 Chapter 18 The Ethics of Electronic Marketing = 384

  Introduction = 385

  A Commitment to Customer Service = 385

  Personal Privacy = 386

  Security : Validation and Censorship = 388

  Technology Limits Spying on Web Users = 389

  Copyright Issues = 391

  Computer Viruses = 392

  Pirated Software = 393

  Who Should Be Using the Internet? = 394

 Chapter 19 The Future of Electronic Marketing Resources = 398

  Introduction = 399

  The Power of Convergence = 399

  Overview of ATM in the Context of NGI = 400

  NGI in the Context of Marketing to Consumers = 402

  Internet2 Project = 403

  The Evolution of Technology = 405

  The Expansion in Imaginative Software = 406

  The Success of Internet Acquisitions and Mergers = 408

  The Persistence in Serving the Consumer = 409

  Consumer Concerns Will Continue = 410

  E-Commerce Overconfidence = 410

  Bill Gates' Twelve New Rules = 411

Appendices

 Marketing Exercises and Other Resources = 416

 Appendix A Electronic Marketing Project Outline = 416

 Appendix B Demographic／Psychographic Profile Interpritation = 419

 Appendix C Web Resources = 451

 Appendix D Situation Analysis Questionnaire for Business Interviews = 457