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Contents
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Page No.
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Part 1
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Foundations
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1
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Chapter 1
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Introduction
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2
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Creating a Commercial Internet
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5
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The Noncommercial Net: 1969-1994
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6
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The Internet Explosion
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8
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The Internet as a Global Resource
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14
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Technology and Marketing
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21
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Technology Impacts
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21
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General Purpose Technologies and Marketing
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25
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Our Approach
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30
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Book Material
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30
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Endnotes
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33
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Chapter 2
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A Digital World
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36
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Being Digital
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38
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Digital Technology
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38
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Digital Benefits for Marketing
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39
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Moore's Law and Digital Power
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39
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A Trillion Times Cheaper
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39
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Using Moore's Law
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42
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Will Moore's Law Continue?
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48
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Digital Environments
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49
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The Folly of Business-as-Usual
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49
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Digital Environment Components
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50
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Digital Convergence
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57
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Converging Industries and Technology
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57
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How Digitizing Works
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59
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Digitizing Marketing Processes
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62
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Endnotes
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65
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Chapter 3
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Networks
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68
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The Network Evolves
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71
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Maturing and Expanding
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71
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Contents and Communication
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73
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Blogs
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79
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Technology Standards
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81
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Network Science
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85
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The Geometry of Social Networks
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85
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Marketing with Networks
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94
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Creating Value with Networks
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94
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Endnotes
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101
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Chapter 4
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Individuals Online
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104
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Patterns of Internet Usage
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107
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The Necessary Internet
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107
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The Behavioral Internet
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118
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Individualization as a GPT
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130
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The Individualization GPT
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130
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Endnotes
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138
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Part 2
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Essential Skills
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141
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Chapter 5
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Web Business Models
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142
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Valuing Contacts
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146
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Marketing Actions and Responses
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147
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The Value of a Customer Contact
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149
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Customer Lifetime Value
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157
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Web Benefits to Firms
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159
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Improves Processes
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160
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Revenue Benefits
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165
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Endnotes
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173
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Chapter 6
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Online Branding
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176
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Brands and Online Brand Building
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179
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The Branding Business
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179
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Connecting Branding Strategy to Online Presence
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183
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Online Brand Presence and Enhancement
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185
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Establish Proper Brand Identity
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185
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Enhance Brand Meaning
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193
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Reinforce Right Brand Responses
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195
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Forge Brand Relationships
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202
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Endnotes
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208
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Chapter 7
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Usability, Credibility, and Persuasion
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212
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The Web Site Visit
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217
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Visit Dynamics
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217
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Creating Useful Information
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224
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Usability
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224
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Customer Support
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233
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Credibility and Persuasion
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238
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Web Site Credibility
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238
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Persuasive Designs
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241
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Endnotes
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246
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Chapter 8
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Traffic Building
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248
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The Difficult Battle for Web Traffic
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250
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Value and Scarcity
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250
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A Web Traffic Plan
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254
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Traffic-Building Sources
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254
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Traffic Volume and Quality
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258
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Traffic-Building Goals
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262
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Search Engine Marketing
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266
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Site Optimization
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266
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Keyword Advertising
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269
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Traffic by Association
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279
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Banner Ads
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279
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Co-Branding and Placement
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282
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Endnotes
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283
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Chapter 9
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Personalization
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286
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Personalization Benefits
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289
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Why Personalization?
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289
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The "Democracy of Goods"
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291
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Turning Experience Goods into Search Goods
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291
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Personalization and The Total Product
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292
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The Personalization Balance
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296
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Personalization Approaches
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298
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Overview
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298
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Mass Customization
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302
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Choice Assistance
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307
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Personalized Messaging
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316
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Endnotes
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322
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Chapter 10
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Creating Commitment
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324
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Online Community
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327
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Community Loyalty
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327
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Community Content
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331
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Learning from Online Communities
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341
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Retention Marketing
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345
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Customer Base Analysis
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345
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Dialogue Marketing
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349
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Endnotes
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353
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Chapter 11
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Innovation and the Net
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356
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The Need for Speed
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360
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Internet Time
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360
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Business Implications of Internet Time
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361
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Standards Marketing
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364
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The Importance of Standards
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364
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The Two Types of Standards
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365
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Standards Strategy
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370
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New Product Development Online
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373
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Improving Traditional New Product Development
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373
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Modular New Product Development
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379
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Early Feedback
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383
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Rapid Release
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386
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Endnotes
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387
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Chapter 12
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Pricing in an Online World
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390
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Pricing and the Net
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393
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The Power of Pricing
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393
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The Standard Pricing Answer
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394
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Price Sensitivity and Online Information
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396
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Advanced Pricing Online
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408
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Time-Based Pricing
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409
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Personalized Pricing
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419
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Bundle Pricing
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420
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Endnotes
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424
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Part 3
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e-Commerce
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427
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Chapter 13
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Internet Retailing
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428
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Online Retailing Develops
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431
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Internet-Enabled Retailing
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436
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iPACE and the Online Shopping Process
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437
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Implementing iPACE
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448
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Multi-Channel Retailing
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460
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Multi-Channel Shopping Behavior
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460
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Multi-Channel Challenges
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461
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Endnotes
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464
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Chapter 14
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Consumer Channels
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468
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Consumer Channels and the Internet
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471
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Overview
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471
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Channel Design
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471
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Existing Customers
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475
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Presale Information
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475
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Selling Through Online Intermediaries
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476
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Direct Sales
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480
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Expanding Markets
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490
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New Domestic and International Locations
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491
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Selling the Long Tail
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492
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Versioning
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493
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Online Closeouts
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494
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Endnotes
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497
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Chapter 15
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B2B e-Commerce
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500
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B2B e-Commerce Evolves
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503
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Customers and Channels
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508
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New Sales and Buying Centers
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509
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Facilitating Repeat Purchase
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512
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eProcurement
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514
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Indirect Materials
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514
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Services
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517
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Direct Materials and Dynamic Building
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519
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Marketplaces
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522
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Supply Chain Coordination
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526
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Demand Visibility and Vendor Managed Inventory
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526
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The New Product Introduction Process
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517
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Global Data Synchronization
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529
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Endnotes
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531
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Chapter 16
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Online Research
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534
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Running a Survey
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537
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Types of Online Surveys
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538
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Survey Quality
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541
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Finding the Right Audience
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545
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Panel versus log File Measurements
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545
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Domains and Tracking
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547
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Trends and Duplications
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548
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Source and Loss Analysis
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550
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Demographic and Behavioral Composition
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553
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Reach, Frequency, and CPM Analysis
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555
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Monitoring Congestion and Delay
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556
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Sources of Delays
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556
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Monitoring and Managing Delays
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561
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Endnotes
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564
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Chapter 17
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Organizing for Online Marketing
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566
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Organizing for Online Tasks
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569
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Aligning Structure and Strategy
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569
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Avoiding Legal Pitfalls
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577
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Looking Forward
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587
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The Long View
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587
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If the Net Marketing GPTs Continue to Develop…
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590
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Endnotes
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591
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Glossary
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593
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References
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605
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Index
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623
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