Internet Marketing: Integrating Online and Offline Strategies
暫譯: 網路行銷：整合線上與線下策略

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