New economy expression : redefining marketing in the multichannel age /
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作 者：David Mercer.
分类号：
ISBN：9780471500087
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简介
Summary:
Publisher Summary 1
The aim of this series is a simple one - to help managers create and sustain competitive
advantage in the Internet economy. The series pioneers a new generation of business books that take a step back from the evangelical hype surrounding the Web to provide a sound commercial analysis of the opportunities and pitfalls of the e-business environment. The question is no longer whether or why, but how? Books which deal with e-business topics in isolation miss the point. The hub of the
electronic world - the Internet - is primarily an enabling force. It cannot work miracles.
The brightest sparks are still those with the best ideas, not the most venture capital or
marketing spend. What these books demonstrate clearly is that the old ways of doing business are not redundant, and that application of sound, practical steps that combine both old and new models will go a long way towards ensuring continued business success. Each title in the New Economy Excellence Seriesis clear-minded, accessible and aimed at bringing a critical business issue in the new economy into sharper focus. This series is the first of its kind to provide sound practical steps that busy executives can
action immediately no matter where they are on the e-business ladder. As befits books
concerned with a globalising world, these books take an international perspective. Read
the front inside flap to see how you can profit from having a New Economy Expression.
目录
E + synergy p. 1
An introduction to E +marketing p. 1
Genuine one-to-one customer relationship management p. 2
Controlled anarchy: the background to e-commerce p. 7
Information communications technology (ICT) p. 8
The Internet p. 9
A definition of e-commerce p. 11
Growing into e-commerce p. 12
A practical view p. 14
E-commerce categories p. 16
Genuine customer partnership: customer relationship management (CRM) p. 19
Theoretical models of consumer behaviour p. 21
A more practical model of purchasing behaviour p. 23
Differences in Internet purchasing behaviour p. 30
Impulse purchases and rebuys p. 30
The complex sale p. 32
Customer relationship management and the Internet p. 35
Profiling p. 36
The limitations of the Internet for customer relationship management p. 37
Customer service levels p. 39
Queuing p. 42
Individual empowerment p. 43
Portfolios of lifestyles p. 45
Lifestyle segmentation p. 47
Permission marketing p. 48
Web communities p. 49
Affinity groups p. 50
Consumer-to-consumer (C2C) communities p. 52
Web organisations: portals p. 54
Clubs p. 55
Moderating these groups p. 55
Global hide and seek p. 57
Tracking users p. 57
User identification p. 58
Navigation design p. 59
Interaction p. 61
FAQs p. 63
Inner marketing p. 64
Internal opinion surveys p. 67
Managed suggestions p. 68
The inner marketing bonus p. 70
Culture p. 71
Services in the post-industrial society p. 73
New marketing theories for old? p. 79
The new marketing mix p. 80
Selling versus marketing p. 82
Marketing research p. 82
Segmentation p. 83
Positioning of existing products and drift p. 84
Competition p. 93
Economies of scale p. 94
Competitive history p. 96
Categories of competitors p. 97
Leaders and followers p. 98
Competitors' response p. 99
Branding p. 102
Customer franchise p. 103
Branding policies p. 105
The rule of 123 p. 111
Product/service decisions p. 115
Value chains p. 116
Sensitivity analysis p. 117
Practical value chains p. 118
Product life cycle? p. 119
Lessons of the life cycle p. 120
How might you manage change? p. 122
The 80:20 rule and ABC analysis p. 127
New products p. 128
The customer bonus p. 129
Creative imitation p. 131
Diffusion of innovation p. 134
Pricing or promotion? p. 137
Pricing p. 138
Pricing roulette p. 140
Price premium p. 142
Historical pricing p. 143
Competitive pricing p. 144
Cost-plus pricing p. 144
Pricing new products p. 145
Promotion p. 150
Advertising believability p. 154
Laws of service p. 155
Customer complaints p. 157
Satisfaction surveys p. 160
Services in e-commerce p. 163
Material content p. 164
Syndication p. 164
Applications service providers (ASPs) p. 166
Portals p. 167
Making e-services easy to use p. 169
Tailoring p. 171
Collaborative filtering p. 173
Tailoring and databases p. 173
Navigators and spiders p. 174
New services p. 176
Guarantors p. 176
Content brokers p. 177
The e-retail model p. 179
E-retail p. 180
Fulfilment p. 181
Disintermediation p. 182
Price comparisons p. 183
One-stop shopping p. 184
Clicks and mortar p. 185
Culture p. 186
E-retail organisation p. 187
E-retail product decisions p. 188
Range p. 189
Place p. 189
Promotion p. 190
Merchandising p. 190
Databases p. 191
Manipulating data p. 193
Direct marketing p. 194
Electronic catalogues p. 195
Mailings p. 195
Clubs p. 196
Personal data profiles p. 196
Data collection p. 197
Direct advertising p. 198
The advantages of direct e-mail p. 199
Mail lists p. 201
Direct offers p. 202
Letters p. 202
Response rate measurement p. 204
How do you make money? p. 205
Portal revenues and earnings p. 206
Selling content p. 207
Selling advertisements p. 208
Banner advertising p. 210
Sponsorship p. 211
Traffic figures p. 211
Researched traffic measures p. 212
Impressions p. 212
Channel management p. 213
Affiliate programmes p. 214
Vertical marketing p. 214
Distribution logistics p. 215
Virtual businesses p. 216
Business-to-business (B2B) p. 217
B2B markets p. 218
Business-to-employee (B2E) and peer-to-peer p. 219
EDI (Electronic Data Interchange) p. 220
Operations management p. 221
Materials requirements planning (MRP) p. 223
Just in time (JIT) p. 224
Make or buy p. 225
Limitations of traditional EDI p. 227
EDI on the Internet p. 228
Exchanges p. 229
Business-to-business Internet p. 230
E-commerce marketplaces p. 231
Supplier-oriented marketplace p. 231
Trust p. 232
Intermediary-oriented marketplaces p. 233
Buyer-oriented marketplaces p. 233
Virtual corporations p. 234
Future developments p. 237
Customer-to-business (C2B) p. 238
Consumer-to-consumer or customer-to-customer p. 239
Affinity group hosts and portals p. 240
E-mail p. 240
Electronic conferences and bulletin boards p. 242
New consumer-to-consumer (C2C) developments p. 244
Life long learning (LLL) p. 245
Computer-aided instruction (CAI) p. 246
Certification p. 247
Television and books p. 248
Computing at home p. 249
Video p. 250
Wired house, wired individual p. 251
Working in Nepal! p. 252
Teleworking p. 252
Cost savings? p. 254
Part-time, self-employed work p. 254
Other electronic media p. 255
Movies on demand p. 256
Mobile telecommunications p. 256
High-speed access p. 257
Conclusion p. 259
Bibliography p. 263
Index p. 265
An introduction to E +marketing p. 1
Genuine one-to-one customer relationship management p. 2
Controlled anarchy: the background to e-commerce p. 7
Information communications technology (ICT) p. 8
The Internet p. 9
A definition of e-commerce p. 11
Growing into e-commerce p. 12
A practical view p. 14
E-commerce categories p. 16
Genuine customer partnership: customer relationship management (CRM) p. 19
Theoretical models of consumer behaviour p. 21
A more practical model of purchasing behaviour p. 23
Differences in Internet purchasing behaviour p. 30
Impulse purchases and rebuys p. 30
The complex sale p. 32
Customer relationship management and the Internet p. 35
Profiling p. 36
The limitations of the Internet for customer relationship management p. 37
Customer service levels p. 39
Queuing p. 42
Individual empowerment p. 43
Portfolios of lifestyles p. 45
Lifestyle segmentation p. 47
Permission marketing p. 48
Web communities p. 49
Affinity groups p. 50
Consumer-to-consumer (C2C) communities p. 52
Web organisations: portals p. 54
Clubs p. 55
Moderating these groups p. 55
Global hide and seek p. 57
Tracking users p. 57
User identification p. 58
Navigation design p. 59
Interaction p. 61
FAQs p. 63
Inner marketing p. 64
Internal opinion surveys p. 67
Managed suggestions p. 68
The inner marketing bonus p. 70
Culture p. 71
Services in the post-industrial society p. 73
New marketing theories for old? p. 79
The new marketing mix p. 80
Selling versus marketing p. 82
Marketing research p. 82
Segmentation p. 83
Positioning of existing products and drift p. 84
Competition p. 93
Economies of scale p. 94
Competitive history p. 96
Categories of competitors p. 97
Leaders and followers p. 98
Competitors' response p. 99
Branding p. 102
Customer franchise p. 103
Branding policies p. 105
The rule of 123 p. 111
Product/service decisions p. 115
Value chains p. 116
Sensitivity analysis p. 117
Practical value chains p. 118
Product life cycle? p. 119
Lessons of the life cycle p. 120
How might you manage change? p. 122
The 80:20 rule and ABC analysis p. 127
New products p. 128
The customer bonus p. 129
Creative imitation p. 131
Diffusion of innovation p. 134
Pricing or promotion? p. 137
Pricing p. 138
Pricing roulette p. 140
Price premium p. 142
Historical pricing p. 143
Competitive pricing p. 144
Cost-plus pricing p. 144
Pricing new products p. 145
Promotion p. 150
Advertising believability p. 154
Laws of service p. 155
Customer complaints p. 157
Satisfaction surveys p. 160
Services in e-commerce p. 163
Material content p. 164
Syndication p. 164
Applications service providers (ASPs) p. 166
Portals p. 167
Making e-services easy to use p. 169
Tailoring p. 171
Collaborative filtering p. 173
Tailoring and databases p. 173
Navigators and spiders p. 174
New services p. 176
Guarantors p. 176
Content brokers p. 177
The e-retail model p. 179
E-retail p. 180
Fulfilment p. 181
Disintermediation p. 182
Price comparisons p. 183
One-stop shopping p. 184
Clicks and mortar p. 185
Culture p. 186
E-retail organisation p. 187
E-retail product decisions p. 188
Range p. 189
Place p. 189
Promotion p. 190
Merchandising p. 190
Databases p. 191
Manipulating data p. 193
Direct marketing p. 194
Electronic catalogues p. 195
Mailings p. 195
Clubs p. 196
Personal data profiles p. 196
Data collection p. 197
Direct advertising p. 198
The advantages of direct e-mail p. 199
Mail lists p. 201
Direct offers p. 202
Letters p. 202
Response rate measurement p. 204
How do you make money? p. 205
Portal revenues and earnings p. 206
Selling content p. 207
Selling advertisements p. 208
Banner advertising p. 210
Sponsorship p. 211
Traffic figures p. 211
Researched traffic measures p. 212
Impressions p. 212
Channel management p. 213
Affiliate programmes p. 214
Vertical marketing p. 214
Distribution logistics p. 215
Virtual businesses p. 216
Business-to-business (B2B) p. 217
B2B markets p. 218
Business-to-employee (B2E) and peer-to-peer p. 219
EDI (Electronic Data Interchange) p. 220
Operations management p. 221
Materials requirements planning (MRP) p. 223
Just in time (JIT) p. 224
Make or buy p. 225
Limitations of traditional EDI p. 227
EDI on the Internet p. 228
Exchanges p. 229
Business-to-business Internet p. 230
E-commerce marketplaces p. 231
Supplier-oriented marketplace p. 231
Trust p. 232
Intermediary-oriented marketplaces p. 233
Buyer-oriented marketplaces p. 233
Virtual corporations p. 234
Future developments p. 237
Customer-to-business (C2B) p. 238
Consumer-to-consumer or customer-to-customer p. 239
Affinity group hosts and portals p. 240
E-mail p. 240
Electronic conferences and bulletin boards p. 242
New consumer-to-consumer (C2C) developments p. 244
Life long learning (LLL) p. 245
Computer-aided instruction (CAI) p. 246
Certification p. 247
Television and books p. 248
Computing at home p. 249
Video p. 250
Wired house, wired individual p. 251
Working in Nepal! p. 252
Teleworking p. 252
Cost savings? p. 254
Part-time, self-employed work p. 254
Other electronic media p. 255
Movies on demand p. 256
Mobile telecommunications p. 256
High-speed access p. 257
Conclusion p. 259
Bibliography p. 263
Index p. 265
New economy expression : redefining marketing in the multichannel age /
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