Cybermarketing : how to use the Internet to market your goods and services

By: Bickerton, PaulineContributor(s): Bickerton, Matthew | Pardesi, UpkarMaterial type: TextTextPublication details: Oxford ; Boston : Butterworth-Heinemann, 2000Edition: 2nd edDescription: xvi, 355 pages : illustrationsISBN: 9780750647045; 0750647043 Subject(s): Internet marketingDDC classification: 658.84
Contents:
Focus on the customer xi -- Why the net gives the consumer more power xii -- Why has the Internet been so successful? xiii -- Who benefits? xiv -- Ongoing support -- the Cybermarketing website xv -- 1 Marketing with the Internet 1 -- Section 1 What is marketing? 3 -- The purpose of any business 3 -- Competition and the need for differential advantage 11 -- Section 2 An overview of the marketing process 12 -- 1. Environmental analysis 13 -- 2. Marketing strategies 15 -- 3. Marketing organization and control 16 -- 2 Finding out about your world and your market 22 -- Know your market as yourself 23 -- Demand 24 -- Political and legal factors 27 -- Social and ethical factors 28 -- Competition 29 -- The impact of technology 30 -- Assessing the physical environment 33 -- How the Internet makes monitoring the business environment easier 34 -- 3 Researching your markets on the Internet 37 -- The importance of market research 38 -- What is marketing research? 38 -- Research on markets 39 -- Research on products and services 40 -- Research on marketing policy and strategy 40 -- Research on advertising 40 -- Other possible areas 41 -- Where do I start my online marketing research? 41 -- Secondary sources 41 -- Secondary sources of information for industrial products 54 -- Primary sources 54 -- Where to go if you want to find out more 63 -- 4 Making your information system work 65 -- What is an intranet? 65 -- What sort of organizations should develop intranets? 67 -- The intranet as an internal communication tool 68 -- Two security tips 70 -- The structure of a management information system 70 -- The marketing information system (MkIS) 73 -- The design of an MkIS 75 -- Using an intranet to create a dynamic marketing information system 78 -- 5 Segmentation -- establishing a niche in the global market 80 -- What is segmentation? 80 -- Supposedly uniform markets 81 -- Different needs and characteristics of the customers 82 -- Criteria for successful segmentation 82 -- Channel choice -- will the Internet reach your target market segment? 83 -- The pattern of Internet use is changing 84 -- What we know now about Internet usage 85 -- How can the Internet help me identify segments in my market? 101 -- Consumer marketing 102 -- Business-to-business marketing 103 -- Gap analysis or niche marketing 104 -- How do I decide whether to use the Internet to reach my target segment? 104 -- 6 Exploiting your global niche -- the best marketing mix 108 -- Product 109 -- How do I adapt my product to succeed online? 110 -- Principles for new products on the net 126 -- Using the net to support new product development 127 -- Product re-planning in summary 131 -- Pricing 132 -- Why pricing on the Internet is difficult 132 -- Prices for 'bits' versus 'atoms' 133 -- Pricing objectives 139 -- Business models 139 -- Methods of setting prices 141 -- Price setters 141 -- Price takers 144 -- Pricing -- channel conflict 145 -- Pricing -- new products 146 -- Pricing in summary 146 -- Place 148 -- How the Internet changes sales channels 148 -- Place in summary 159 -- What next? 160 -- 7 Promoting yourself online 161 -- What is promotion? 162 -- What makes the Internet a unique promotional medium? 164 -- Advertising 166 -- How advertising works 167 -- Setting advertising objectives 169 -- Media decisions 170 -- The use of the Internet as an advertising medium 171 -- Websites -- putting your company on the Internet 175 -- The stages in setting up an online presence 176 -- Locating your website 177 -- Low budget options 178 -- High budget options 185 -- What domain name can I choose? 193 -- How to structure your website 195 -- Website content 197 -- How to make your website visible 202 -- Direct marketing by e-mail 209 -- How do I build up my direct marketing database? 209 -- Links with offline promotion strategies 217 -- 8 Producing your promotional materials online 222 -- How do you go about it? 224 -- Getting ready to go live 225 -- Designing your site 226 -- Launching your site 237 -- Keeping it going 237 -- 9 E-commerce -- selling online 241 -- Why sell online? 241 -- How to promote online sales 243 -- Strategic sales promotion 244 -- Tactical sales promotion 244 -- How to set up an e-commerce outlet 247 -- The server 248 -- Security 249 -- The catalogue and shopping cart 251 -- The payment processing system 253 -- Legal issues: forming a contract 259 -- Order fulfilment and customer service system 260 -- Integrating your online and offline sales channels 261 -- 10 Where is all this taking us? 263 -- Appendix 1 What is the Internet -- give me the background 269 -- Appendix 2 Get me onto the Internet 272 -- Appendix 3 Tell me about e-mail accounts 274 -- Appendix 4 Tell me things I need to know -- netiquette 279 -- Appendix 5 How do I search for things? 281 -- Appendix 6 Technical terms for the Internet 287 -- Appendix 7 News groups 304.
Summary: This text is a guide to using the Internet for marketing covering intranets for Marcomms, electronic direct and one to one marketing. It includes chapters on marketing information systems, brand, price, strategies, issues and case studies.
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Includes index

Focus on the customer xi --
Why the net gives the consumer more power xii --
Why has the Internet been so successful? xiii --
Who benefits? xiv --
Ongoing support --
the Cybermarketing website xv --
1 Marketing with the Internet 1 --
Section 1 What is marketing? 3 --
The purpose of any business 3 --
Competition and the need for differential advantage 11 --
Section 2 An overview of the marketing process 12 --
1. Environmental analysis 13 --
2. Marketing strategies 15 --
3. Marketing organization and control 16 --
2 Finding out about your world and your market 22 --
Know your market as yourself 23 --
Demand 24 --
Political and legal factors 27 --
Social and ethical factors 28 --
Competition 29 --
The impact of technology 30 --
Assessing the physical environment 33 --
How the Internet makes monitoring the business environment easier 34 --
3 Researching your markets on the Internet 37 --
The importance of market research 38 --
What is marketing research? 38 --
Research on markets 39 --
Research on products and services 40 --
Research on marketing policy and strategy 40 --
Research on advertising 40 --
Other possible areas 41 --
Where do I start my online marketing research? 41 --
Secondary sources 41 --
Secondary sources of information for industrial products 54 --
Primary sources 54 --
Where to go if you want to find out more 63 --
4 Making your information system work 65 --
What is an intranet? 65 --
What sort of organizations should develop intranets? 67 --
The intranet as an internal communication tool 68 --
Two security tips 70 --
The structure of a management information system 70 --
The marketing information system (MkIS) 73 --
The design of an MkIS 75 --
Using an intranet to create a dynamic marketing information system 78 --
5 Segmentation --
establishing a niche in the global market 80 --
What is segmentation? 80 --
Supposedly uniform markets 81 --
Different needs and characteristics of the customers 82 --
Criteria for successful segmentation 82 --
Channel choice --
will the Internet reach your target market segment? 83 --
The pattern of Internet use is changing 84 --
What we know now about Internet usage 85 --
How can the Internet help me identify segments in my market? 101 --
Consumer marketing 102 --
Business-to-business marketing 103 --
Gap analysis or niche marketing 104 --
How do I decide whether to use the Internet to reach my target segment? 104 --
6 Exploiting your global niche --
the best marketing mix 108 --
Product 109 --
How do I adapt my product to succeed online? 110 --
Principles for new products on the net 126 --
Using the net to support new product development 127 --
Product re-planning in summary 131 --
Pricing 132 --
Why pricing on the Internet is difficult 132 --
Prices for 'bits' versus 'atoms' 133 --
Pricing objectives 139 --
Business models 139 --
Methods of setting prices 141 --
Price setters 141 --
Price takers 144 --
Pricing --
channel conflict 145 --
Pricing --
new products 146 --
Pricing in summary 146 --
Place 148 --
How the Internet changes sales channels 148 --
Place in summary 159 --
What next? 160 --
7 Promoting yourself online 161 --
What is promotion? 162 --
What makes the Internet a unique promotional medium? 164 --
Advertising 166 --
How advertising works 167 --
Setting advertising objectives 169 --
Media decisions 170 --
The use of the Internet as an advertising medium 171 --
Websites --
putting your company on the Internet 175 --
The stages in setting up an online presence 176 --
Locating your website 177 --
Low budget options 178 --
High budget options 185 --
What domain name can I choose? 193 --
How to structure your website 195 --
Website content 197 --
How to make your website visible 202 --
Direct marketing by e-mail 209 --
How do I build up my direct marketing database? 209 --
Links with offline promotion strategies 217 --
8 Producing your promotional materials online 222 --
How do you go about it? 224 --
Getting ready to go live 225 --
Designing your site 226 --
Launching your site 237 --
Keeping it going 237 --
9 E-commerce --
selling online 241 --
Why sell online? 241 --
How to promote online sales 243 --
Strategic sales promotion 244 --
Tactical sales promotion 244 --
How to set up an e-commerce outlet 247 --
The server 248 --
Security 249 --
The catalogue and shopping cart 251 --
The payment processing system 253 --
Legal issues: forming a contract 259 --
Order fulfilment and customer service system 260 --
Integrating your online and offline sales channels 261 --
10 Where is all this taking us? 263 --
Appendix 1 What is the Internet --
give me the background 269 --
Appendix 2 Get me onto the Internet 272 --
Appendix 3 Tell me about e-mail accounts 274 --
Appendix 4 Tell me things I need to know --
netiquette 279 --
Appendix 5 How do I search for things? 281 --
Appendix 6 Technical terms for the Internet 287 --
Appendix 7 News groups 304.

This text is a guide to using the Internet for marketing covering intranets for Marcomms, electronic direct and one to one marketing. It includes chapters on marketing information systems, brand, price, strategies, issues and case studies.

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