E-marketing

Description

Cover Title Contents Part 1 E-Marketing in Context Chapter 1 Past, Present, and Future E-Marketing Landscape What Works? Internet 101 E-Marketing Is Bigger than the Web E-Marketing Is Bigger than Technology E-Marketing’s Past: Web 1.0 The E Drops from E-Marketing Marketing Implications of Internet Technologies E-Marketing Today: Web 2.0 Power Shift from Sellers to Buyers Customer Engagement Content Marketing Inbound Marketing New Technologies Exciting New Technology-Based Strategies Other Opportunities and Challenges in Web 2.0 The Future: Web 3.0 Semantic Web Stepping Stones to Web 3.0 Read on Chapter 2 Strategic E-Marketing and Performance Metrics Strategic Planning Environment, Strategy, and Performance Strategy From Strategy to Electronic Strategy From Business Models to E-Business Models E-Business Models Value and Revenue Menu of Strategic E-Business Models Performance Metrics Inform Strategy The Balanced Scorecard Four Perspectives Applying the Balanced Scorecard to E-Business and E-Marketing Social Media Performance Metrics Awareness/Exposure Metrics Brand Health Metrics Engagement Metrics Action Metrics Innovation Metrics Measurement Tools Chapter 3 The E-Marketing Plan Overview of The E-Marketing Planning Process Creating an E-Marketing Plan The Napkin Plan The Venture Capital E-Marketing Plan A Seven-Step E-Marketing Plan Step 1—Situation Analysis Step 2—E-Marketing Strategic Planning Step 3—Objectives Step 4—E-Marketing Strategies The Offer: Product Strategies The Value: Pricing Strategies Distribution Strategies Marketing Communication Strategies Relationship Management Strategies Step 5—Implementation Plan Step 6—Budget Revenue Forecast E-Marketing Costs Step 7—Evaluation Plan Part 2 E-Marketing Environment Chapter 4 Global E-Markets 3.0 Overview of Global E-Marketing Issues Global Markets Emerging Economies Importance of Information Technology Country and Market Opportunity Analysis Diaspora Communities E-Commerce Payment and Trust Issues Infrastructure Considerations Technological Tipping Points Legacy Technologies: Computers and Telephones Wireless Internet Access: Mobile Phones Smartphones Broadband The Digital Divide Building Inclusive E-Markets Social Networking Chapter 5 Ethical and Legal Issues Overview of Ethics and Legal Issues Ethics and Ethical Codes The Problem of Self-Regulation Privacy Privacy Within Digital Contexts International Privacy Issues Digital Property Patents Copyright Trademarks Licenses Trade Secrets Data Ownership Online Expression Emerging Issues Online Governance and ICANN Jurisdiction Fraud Part 3 E-Marketing Strategy Chapter 6 E-Marketing Research Data Drive Strategy Big Data Marketing Knowledge Management The Electronic Marketing Information System Source 1: Internal Records Source 2: Secondary Data Source 3: Primary Data Other Technology-Enabled Approaches Client-Side Data Collection Server-Side Data Collection Real-Space Approaches Marketing Databases and Data Warehouses Data Analysis and Distribution Knowledge Management Metrics Chapter 7 Connected Consumers Online Consumers in the Twenty-First Century Consumer Behavior Online Inside the Internet Exchange Process Technological Context Social and Cultural Contexts Legal Context Individual Characteristics and Resources Internet Exchange Exchange Outcomes Chapter 8 Segmentation, Targeting, Differentiation, and Positioning Strategies Segmentation and Targeting Overview Three Markets Business Market Government Market Consumer Market Market Segmentation Bases and Variables Geographic Segments Important Geographic Segments for E-Marketing Demographic Segments Psychographic Segments Behavior Segments Targeting Online Customers Differentiation Online Online Positioning Bases Part 4 E-Marketing Management Chapter 9 Product: The Online Offer Many Products Capitalize on Internet Properties Creating Customer Value Online Product Benefits Attributes Branding Support Services Labeling E-Marketing Enhanced Product Development Customer Codesign via Crowdsourcing Internet Properties Spawn Other Opportunities New-Product Strategies for E-Marketing Chapter 10 Price: The Online Value The Internet Changes Pricing Strategies Buyer and Seller Perspectives Buyer View Seller View Payment Options Pricing Strategies Fixed Pricing Dynamic Pricing Renting Software Price Placement on Web Pages Chapter 11 The Internet for Distribution Distribution Channel Overview Online Channel Intermediaries Content Sponsorship Infomediary Intermediary Models Distribution Channel Length and Functions Functions of a Distribution Channel Distribution System Channel Management and Power Distribution Channel Metrics B2C Market B2B Market Chapter 12 E-Marketing Communication: Owned Media E-Marketing Communication Integrated Marketing Communication (IMC) IMC Goals and Strategies Traditional Marketing Communication Tools Owned, Paid, and Earned Media Owned Media Content Marketing Web Site Web Site Landing Pages Mobile sites Web Site Chat Blogs Support Forums/Communities Podcasts E-Mail Permission Marketing: Opt-In, Opt-Out Rules for Successful E-Mail Marketing Spam Privacy Text Messaging Online Events Sales Promotion Offers Coupons Sampling Contests, Sweepstakes Virtual Worlds Online Games Online Gifting Branded Mobile Apps QR Codes and Mobile Tags Location-Based Marketing Social Networks Coordinating Internet and Traditional Media IMC Plans Search Engine Optimization Owned Media Performance Metrics Sales Promotion Metrics Direct Marketing Metrics Chapter 13 E-Marketing Communication: Paid Media Paid Media Trust in Paid Media Internet Advertising Trends Paid Media Formats Display Ads Rich Media Ads Contextual Advertising E-Mail Advertising Text Link Ads Sponsored Content Classified Ads Product Placement Emerging Formats Social Media Advertising Paid Media on Facebook Facebook Sponsored Stories Social Ads Twitter’s “Promoted Tweets,” “Trends,” and “Accounts” LinkedIn Advertising Advertising in Second Life Paid Media in Online Videos Mobile Advertising Paid Search Which Media to Buy? Effective Internet Buys Efficient Internet Buys Paid Media Performance Metrics Effectiveness Evidence Metrics Example Chapter 14 E-Marketing Communication: Earned Media Earned Media User Engagement Levels Engaging Individuals to Produce Earned Media Who Should a Company Engage? Social Media Influencers Traditional Journalists Techniques for Engaging Users Viral Marketing Viral Blogging Multimedia Sharing Wikis Ratings and Reviews Social Recommendations and Referrals E-Mail Social Media Site Discussions Community Discussion/Forums Widgets and Social Apps Location-Based Services (LBS) Collaborative Content Creation by Consumers How Do Companies Entice Engagement? Provide High-Quality, Timely, Unique, and Relevant Information Create Entertaining Content Offer Competitions Appeal to Altruism Make an Exclusive Offer Reward Influentials and Fans Incentivize Group Behavior Reputation Management Online Which Reputations Matter? Build, Maintain, Monitor, Repair, Learn Reputation Management Systems Earned Media Performance Metrics Social Media Dashboard Chapter 15 Customer Relationship Management Building Customer Relationships, 1:1 Relationship Marketing Defined Stakeholders Three Pillars Of Relationship Marketing Customer Relationship Management (CRM 1.0) Social Customer Relationship Management (CRM 2.0) CRM Benefits Crm Building Blocks 1. CRM Vision 2. CRM Strategy 3. Customer Experience Management 4. Customer Collaboration Management 5. Organizational Collaboration 6. CRM Processes 7. CRM Information 8. CRM Technology 9. CRM Metrics Ten Rules For CRM Success Appendix A Internet Penetration Worldwide as of December 31, 2011 Appendix B Glossary Appendix C References Index A B C D E F G H I J K L M N O P Q R S T U V W X Y Z