Internet Marketing: Integrating Online and Offline Strategies

Internet Marketing: Integrating Online and Offline Strategies asserts that while the Internet is a transformational innovation, pure Internet firms do not represent the future of the Internet, as failures in recent history attest. This 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.

Contents

PART I. CREATING STAKEHOLDER VALUE ON THE INTERNET

    Chapter 1 Marketing on the Internet: New Medium, New Channel, New Creation?
    Chapter 2 The Internet Value Chain
    Chapter 3 Business Models and Strategies¿The B2C Space
    Chapter 4 Business Models and Strategies¿The B2B Space
    Chapter 5 The Direct-Response and Database Foundations Of Internet Marketing
     
PART II. CUSTOMER-FOCUSED STRATEGIES

    Chapter 6 Understanding the Internet Consumer
    Chapter 7 Awareness, Customer Acquisition, and Branding
    Chapter 8 Customer Relationship Development and Management
    Chapter 9 Developing and Managing Effective Web Sites
    Chapter 10 Measuring and Evaluating Web Marketing Programs
    Chapter 11 Customer Service and Support in Web Space

 PART III. MANAGING FOR INTERNET MARKETING EFFECTIVENESS

    Chapter 12 Social and Regulatory Issues I – Consumer Data Privacy
    Chapter 13 Social and Regulatory Issues II – Security, Authentication and Intellectual Property
    Chapter 14 Leveraging the Marketing Knowledge Asset
    Chapter 15 Going Forward
    

《網路行銷：整合線上與線下策略》主張，儘管互聯網是一項具有轉型性創新的技術，但純粹的互聯網公司並不代表互聯網的未來，最近的歷史失敗案例證明了這一點。本書基於一個事實，即互聯網的未來在於各種規模的組織，無論是大型還是小型，在所有市場空間中利用互聯網改善對客戶的服務並提高組織生產力。許多強大的電子營銷商在互聯網出現之前就已經存在，擁有強大的品牌形象，並明智地利用互聯網擴大了他們可以向客戶、供應商和合作夥伴提供的營銷和物流選項。本書的基本範式將互聯網視為一個重要的新通信和交易渠道，需要將其整合到企業營銷策略中。在這個過程中，企業從孤立的實體轉變為擴展企業，其邊界變得可透水，允許供應商和客戶進入企業的許多部分，並要求他們參與日常運營的許多方面。

目錄：
第一部分：在互聯網上創造利益相關者價值
第1章：互聯網上的營銷：新媒體、新渠道、新創造？
第2章：互聯網價值鏈
第3章：商業模式和策略- B2C領域
第4章：商業模式和策略- B2B領域
第5章：互聯網營銷的直接響應和數據庫基礎

第二部分：以客戶為中心的策略
第6章：了解互聯網消費者
第7章：認知、客戶獲取和品牌建立
第8章：客戶關係發展和管理
第9章：開發和管理有效的網站
第10章：測量和評估網絡營銷計劃
第11章：網絡空間中的客戶服務和支持

第三部分：管理互聯網營銷效果
第12章：社會和監管問題I-消費者數據隱私
第13章：社會和監管問題II-安全、身份驗證和知識產權
第14章：利用營銷知識資產
第15章：展望未來