0273694057_COVER 11/5/06 13:48 Page ‘Comprehensive, up-to-date and practical in focus.’ Dr Lisa Harris, Brunel University Internet Marketing: Strategy, Implementation and Practice, Third Edition provides a comprehensive guide to how organisations can use the Internet to support their marketing activities, and covers all aspects of Internet marketing — environment, analysis, strategy development, and digital marketing campaign-planning and execution The book is based on emerging academic models and examples of best practice from leading experts in digital media The practical knowledge developed through reviewing these concepts and practices will enable the reader to exploit the opportunities of marketing using the Internet while minimising risks New features in this edition include: In-depth global cases illustrating best practice and the challenges of online marketing from well-known global e-businesses, including Amazon and eBay Updated references to the full range of digital media, including blogging, RSS, instant messaging, podcasting, digital TV and mobile marketing Improved four-colour design to increase clarity and ease readability Greater focus on strategy and development, with a revised chapter on Improving E-Marketing Performance A Companion Website at www.pearsoned.co.uk/chaffey contains additional study materials for students, as well as extensive links to relevant websites and extra pedagogical resources designed for lecturers Fiona Ellis-Chadwick is a lecturer in Marketing at the Business School at Loughborough University and is a member of the Marketing and Retailing Research Group Her work has been published in Journal of Business Research, International Journal of Retail Distribution and Management, European Journal of Marketing, Internet Research, and Journal of Retailing and Consumer Services Richard Mayer is a Senior Lecturer in Marketing at the University of Derby, where he is the programme manager for CIM qualifications He is also the Director of his own Marketing Training Company, specialising in Strategic Marketing, Business to Business Marketing and Marketing Communications Kevin Johnston is a Senior Lecturer at Liverpool John Moores University, specialising in marketing, strategy and e-commerce He previously lectured at the University of Derby, where he created one of the UK’s first e-commerce degree programmes THIRD EDITION Chaffey Johnston Ellis-Chadwick Mayer Dave Chaffey (www.davechaffey.com) is an Internet Marketing trainer and consultant for Marketing Insights Limited He is a lecturer on e-marketing courses at Cranfield and Warwick Universities and the Institute of Direct Marketing Dave has been recognised by the CIM as one of the 50 marketing 'gurus' worldwide who have shaped the future of marketing Internet Marketing Dr Ahmad Jamal, Cardiff Business School Strategy, Implementation and Practice ‘The authors have been highly successful in showing that they not only understand the relevant academic literature but are also familiar with the complexities of real life experienced by many practitioners.’ ISBN 0-273-69405-7 Additional student support at www.pearsoned.co.uk/chaffey 780273 694052 An imprint of Cover image: © Eureka/Alamy www.pearson-books.com Additional student support at www.pearsoned.co.uk/chaffey INMA_A01.QXD 17/5/06 12:00 Page i Internet Marketing Strategy, Implementation and Practice Visit the Internet Marketing, third edition Companion Website at www.pearsoned.co.uk/chaffey to find valuable student learning material including: ● Web links to case study materials, academic articles and examples of best practice ● Guidance on tools and techniques for effective web sites ● A comprehensive online glossary INMA_A01.QXD 17/5/06 12:00 Page ii We work with leading authors to develop the strongest educational materials in business and management, bringing cutting-edge thinking and best learning practice to a global market Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying or at work To find out more about the complete range of our publishing please visit us on the World Wide Web at: www.pearsoned.co.uk INMA_A01.QXD 17/5/06 12:00 Page iii Third Edition Internet Marketing Strategy, Implementation and Practice Dave Chaffey Fiona Ellis-Chadwick Richard Mayer Kevin Johnston INMA_A01.QXD 17/5/06 12:00 Page iv Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk First published 2000 Second edition published 2003 Third edition published 2006 © Pearson Education Limited 2000, 2003, 2006 The right of Fiona Ellis-Chadwick to be identified as author of this work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988 All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP All trademarks used herein are the property of their respective owners The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners ISBN-13: 978-0-273-69405-2 ISBN-10: 0-273-69405-7 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalogue record for this book is available from the Library of Congress 10 10 09 08 07 06 Typeset in 9/12.5pt Stone Serif by 30 Printed and bound by Mateu Cromo Artes Graficas, Spain The publisher’s policy is to use paper manufactured from sustainable forests iv INMA_A01.QXD 17/5/06 12:00 Page v Brief contents Preface Guided tour About the authors Acknowledgements xiii xxii xxv xxvi Part Internet marketing fundamentals An introduction to Internet marketing The Internet micro-environment 41 The Internet macro-environment 97 Part Internet strategy development Internet marketing strategy 151 The Internet and the marketing mix 214 Relationship marketing using the Internet 256 Part Internet marketing: implementation and practice Delivering the online customer experience 301 Interactive marketing communications 348 Maintaining and monitoring the online presence 415 10 Business-to-consumer Internet marketing 451 11 Business-to-business Internet marketing 484 Glossary Index 514 534 v INMA_A01.QXD 17/5/06 12:00 Page vi INMA_A01.QXD 17/5/06 12:00 Page vii Contents Preface Guided tour About the authors Acknowledgements xiii xxii xxv xxvi Part INTERNET MARKETING FUNDAMENTALS An introduction to Internet marketing Learning objectives / Questions for marketers / Links to other chapters Introduction – how significant is the Internet for marketing? Marketing applications of Internet marketing Our changing media consumption Our changing buyer behaviour What is Internet marketing? E-marketing defined Digital marketing defined E-commerce and e-business defined E-business defined Business or consumer model? 10 11 11 12 What benefits does the Internet provide for the marketer? 14 A strategic approach to Internet marketing 18 How Internet marketing communications differ from traditional marketing communications? 20 A short introduction to Internet technology How does the Internet work? From the Internet to intranets and extranets 26 27 32 Case Study eBay thrives in the global marketplace 33 Summary 37 Exercises Self-assessment exercises Essay and discussion questions Examination questions Introduction Different environment components 42 43 Marketplace Competitive forces Value creation and value chain analysis New channel structures Location of trading in marketplace Commercial arrangement for transactions Business models in e-commerce Revenue models 45 46 49 53 57 58 59 61 Customers Assessing demand for e-commerce services Online demand for business services 61 62 72 Online buyer behaviour Customer persona and scenario analysis Multi-channel customer experiences Models of online buyer behaviour 74 75 77 78 Competitors 85 Suppliers 86 Intermediaries 86 Case Study Zopa launches a new lending model 90 Summary 92 Exercises Self-assessment exercises Essay and discussion questions Examination questions 93 93 93 94 References Further reading Web links 94 96 96 The Internet macro-environment 97 Learning objectives / Questions for marketers / Links to other chapters 97 38 38 38 38 Introduction 98 Social factors Social exclusion 99 100 References Further reading Web links 39 39 40 Legal and ethical issues of Internet usage Privacy legislation Other e-commerce legislation 101 101 113 The Internet micro-environment 41 Learning objectives / Questions for marketers / Links to other chapters 41 Technological factors Alternative digital technologies Digital radio Security 116 120 129 131 vii INMA_A01.QXD 17/5/06 12:00 Page viii CONTENTS Economic factors Globalisation 136 137 Political factors Internet governance Taxation Tax jurisdiction 138 139 140 140 Case Study Boo hoo – learning from the largest European dot-com failure 141 209 Exercises Self-assessment exercises Essay and discussion questions Examination questions 210 210 210 211 References Further reading Web links 211 213 213 Summary 144 Exercises Self-assessment exercises Essay and discussion questions Examination questions 144 144 144 145 The Internet and the marketing mix 214 Learning objectives / Questions for marketers / Links to other chapters 214 Introduction 215 References Further reading Web links 145 146 147 Product The long tail concept The Internet and branding The importance of brand online 217 223 224 229 Price Increased price transparency Downward pressure on price New pricing approaches (including auctions) Alternative pricing structure or policies 231 231 233 235 237 Place Place of purchase New channel structures Channel conflicts Virtual organisations 237 238 240 240 242 Promotion 243 People, process and physical evidence People Process Physical evidence 245 245 248 248 Case Study The re-launched Napster changes the music marketing mix 248 Summary 251 Exercises Self-assessment exercises Essay and discussion questions Examination questions 252 252 252 252 References Further reading Web links 253 255 255 Relationship marketing using the Internet 256 Learning objectives / Questions for marketers / Links to other chapters 256 Introduction 257 Key concepts of relationship marketing 258 Part INTERNET STRATEGY DEVELOPMENT Internet marketing strategy 151 Learning objectives / Questions for marketers / Links to other chapters 151 Introduction Internet strategy is a channel marketing strategy The scope of Internet marketing strategy 152 152 153 An integrated Internet marketing strategy Is a separate Internet marketing plan needed? 154 154 A generic strategic approach 157 Situation review Internal audit or analysis External audits or analysis 160 160 166 Strategic goal setting Frameworks for objective setting 168 172 Strategy formulation Decision 1: Market and product development strategies Decision 2: Business and revenue models strategies Decision 3: Target marketing strategy Decision 4: Positioning and differentiation strategy (including the marketing mix) Decision 5: Multi-channel distribution strategy Decision 6: Multi-channel communications strategy Decision 7: Online communications mix and budget Decision 8: Organisational capabilities (7S) 174 Strategy implementation Case Study Tesco.com uses the Internet to support its diversification strategy viii Summary 176 179 180 185 191 194 196 197 204 207 INMA_A01.QXD 17/5/06 12:00 Page ix CONTENTS Benefits of relationship marketing Differentiating customers by value 258 260 Key concepts of electronic customer relationship management (e-CRM) Benefits of e-CRM Marketing applications of CRM CRM technologies and data 262 263 264 264 Customer lifecycle management Permission marketing Personalisation and mass customisation Online and multi-channel service quality 267 268 270 272 Approaches to implementing e-CRM Stage 1: Attract new and existing customers to site Stage 2a: Incentivise visitors to action Stage 2b: Capture customer information to maintain relationship Stage 3: Maintain dialogue using online communication Stage 4: Maintain dialogue using offline communication The IDIC approach to relationship building Techniques for managing customer activity and value Lifetime value modelling Loyalty schemes Virtual communities Customer experience – the missing element required for customer loyalty 272 273 273 273 275 276 277 278 278 286 288 290 Case Study Boots mine diamonds in their customer data 291 Summary 293 Exercises Self-assessment exercises Essay and discussion questions Examination questions 294 294 294 294 References Further reading Web links 295 296 296 Part INTERNET MARKETING: IMPLEMENTATION AND PRACTICE Web site prototyping 308 Initiation of the web site project Domain name registration Selecting an Internet service provider (ISP) 309 309 310 Researching site users’ requirements Usability Web accessibility Localisation Reviewing competitors’ web sites Designing the information architecture 312 312 314 317 317 318 Designing the user experience Developing customer-oriented content Marketing-led site design Elements of site design Site design and structure Page design Content design 322 323 324 324 324 332 332 Development and testing of content Testing content Tools for web site development and testing 334 334 334 Promote site 335 Service quality Tangibles Reliability Responsiveness Assurance Empathy The relationship between service quality, customer satisfaction and loyalty 335 336 337 337 338 338 339 Case Study Refining the online customer experience at dabs.com 341 Summary 343 Exercises Self-assessment exercises Essay and discussion questions Examination questions 344 344 345 345 References Further reading Web links 345 347 347 Interactive marketing communications 348 Delivering the online customer experience 301 Learning objectives / Questions for marketers / Links to other chapters 301 Introduction 302 Planning web site design and build 304 Who is involved in a web site project? 306 Learning objectives / Questions for marketers / Links to other chapters 348 Introduction 349 The characteristics of interactive marketing communications Differences in advertising between traditional and digital media Integrated Internet marketing communications Integration through time Campaign response mechanics 350 354 357 360 362 ix INMA_Z02.QXD 17/5/06 4:25 pm Page 536 INDEX case studies (continued) consumer perceptions 355–7 Debenhams 290–3 Dell computers 179, 182 Deutsche Bank 265–6 Disasters Emergency Committee 359–60 eBay 33–6 electronic marketing 506–10 electronic retailers 389–90 eTailQ 459 Euroffice 184–5 fast moving consumer goods (FMCG) 407–9 GlaxoSmithKline 237 Handbag.com 361 high-tech company employee benefit schemes 491–2 interactive digital TV (iDTV) 127 interactive marketing communications 355–7 lastminute.com 478–9 Match.com 370 metrics for internet marketing 441–6 multi-site online car purchase 84 Napster 226–7, 248–51 nationwide customer service 247 NHS Purchasing and Supply Agency 499–500 North-West Supplies 16–18 offline communications 370 online goods for sale, UK 471–2 online marketing, offline impact 474–6 online purchasing process 456–7 online video advertising 497 Rolls-Royce 262 short message service (SMS) 123 Tesco.com 207–9 Virgin radio 130–1 Volvo 127 Zopa 90–2 catalogues 87, 516 certificate 133, 516 certification authority (CA) 131, 133, 516 Chaffey, D 9, 11, 14, 63, 67 on interactive communications 65–366, 399, 400, 401 on internet marketing strategy 161, 163 on marketing mix 217, 219, 245 on marketing strategy 161, 163, 169, 199, 205 on performance management systems 420–1, 440 on relational marketing 262, 269 on web site design and development 322, 333, 336, 337, 338 change management 199 channel behaviour 516 channel buyer behaviour 422 channel chain map 56 channel conflicts 516 channel confluence 504 channel marketing strategy 152–3, 516 channel outcomes 422–3, 516 536 channel profitability 423, 516 channel promotion 421, 516 in performance management systems 421–2 channel satisfaction 422, 516 channel specific communications 152 channel specific objectives 152 channel structures 53–6 Chase, L 85 Chaston, I 162, 185, 186 Christodoulides, G 225 Cisco 325, 330 case study 498 Citibank 48 Citroen 469 Clemons, E 79 click-stream 63, 516 click-tracking Java 517 ‘clicks and mortar’ 191, 464, 516 clicks-only or Internet pureplay 191, 516 clickthrough 393, 517 clickthrough rate 393, 517 client-server 27, 517 co-alliance model 243 co-branded e-mail 398 co-branding 390, 517 co-browsing 245 Co-operative Bank 48 coherence of site design 324 cold e-mail 398 cold list 106, 517 collaborative filtering 271, 517 Comet 471 Comet (case study) 130–1 CommerceOne 501 commercial exchanges in B2B markets 493–501 commoditisation 47, 232, 517 common customer profile 269 Common Gateway Interface (CGI) 517 communication style 353 communications data in CRM 264 communications mix 349–50 optimal, selecting 403–7 company information 467 company-preferred channels 400 competition-based pricing 235 competition in B2B marketing 489 competitive intelligence (CI) 159, 517 competitor analysis 85, 167, 517 competitor benchmarking 167 competitors 85–6 names 113–14 competitors’ web sites, reviewing 317–18 complexity of site design 324 computer telephone integration 517 confidentiality see security methods consistent navigation schemes 328 consumer advertisers 477 consumer perceptions (case study) 355–7 INMA_Z02.QXD 17/5/06 4:25 pm Page 537 INDEX consumer-to-business (C2B) 12–14, 517 consumer-to-consumer (C2C) 12–14, 517 consumer-to-government (C2G) 13 contact, control of 353 contact information 101 contact or touch strategy 270, 517 content 28, 517 control of 353 delivering 392 testing 334 content design 332–4 content developer 306, 438 content development and testing 334–5 content management 440–1, 517 context-oriented navigation schemes 328 contextual ads 381 continuous e-communications 197, 517 convergence 517 conversion e-mail 398 conversion marketing 62, 517 conversion rate 368, 422, 517 cookies 109–12, 517 legal constraints 111–12 and privacy issues 111 types 109–10 uses 110––111 core product 217–19, 517 core tenants 467, 517 cost models for Internet advertising 517 cost per acquisition (CPA) 367, 517 cost per action 368 cost per click (CPC) 368, 518 cost per mille (CPM) 393, 518 cost per targeted mille (CPTM) 518 cost-plus pricing 234 countermediation 55, 240, 518 country of origin principle 114 cracker 463, 518 Crawshaw, P 358–9 creative e-mail marketing 399, 401 Croom, S 498–9, 500 cross-media optimisation studies (XMOS) 396 cross-sell 267 cross-selling 518 Csikszentmihalyi, M 327 Cude, B 453 Curry, A 126 customer acquisition 267, 518 in e-mail marketing 398 customer activity 278 customer-centric marketing 5, 258, 518 customer channel preferences 194 customer communication 277 customer communication channels 191, 518 customer differentiation 277 customer experience 290, 302–3, 525 customer extension 267, 518 customer-facing applications 496 customer feedback 221 customer identification 277 customer information 154 in e-CRM 273 customer insight 11, 61, 518 customer interaction 277 customer journey 4, 518 customer lifecycle 267, 518 groups, identifying 183 customer lifecycle management 267–72 online and multi-channel security quality 272 permission marketing 268–70 personalisation and mass customisation 270–1 customer loyalty 261, 518 and customer satisfaction 261 improvement in 177 customer orientation 518 customer-oriented content, developing 323–4 customer persona 75–7 customer-preferred channels 400 customer profiling 275, 518 characteristics, identifying 183 customer relationship management (CRM) 257, 518 customer retention 267, 518 in e-mail marketing 398–9 encouraging 392 customer satisfaction 261, 518 customer scenarios (user journeys) 75, 166, 518 customer selection 267, 518 customer service management in CRM 264 customer touchpoints 518 customer value improvement in 177 managing 278 customers 61–73 conversion models 62–4 demand analysis 61–72 and support query 246 Cutler, M 419 cybermediaries 518 cyberspace and cybermarketing 518 Dabs 471 Daniel, E 159, 204, 205 data collection 426 data controller 103, 518 data fusion 518 data mining 519 data protection guidelines 103–6 data subject 103, 518 data warehousing 519 database marketing 519 Davidow, W.H 242 Dayal, S 225 de Chernatony, L 224, 225, 229, 302 De Jong, B 172 De Kare-Silver, M 68–9, 191, 195 537 INMA_Z02.QXD 17/5/06 4:25 pm Page 538 INDEX decoding on internet 353 deconstruction 52 decryption 519 dedicated servers 311 deep linking 328, 519 deep navigation 328–9 Deighton, J 21, 350 Deise, M 51, 52, 53, 85, 185, 186, 504 Dell, M 243 Dell computers 243, 471 business model (case study) 179, 182 site performance measurement 418, 426 demand analysis 62, 166, 519 demand analysis for e-commerce 519 demographic characteristics 70–1, 519 demographic environment of B2B marketing 487 denial of service attacks 135–6 Dennis, C 464, 466, 470, 473 Der Zee, J 172 design for analysis (DFA) 418, 519 design of web sites see web site design destination site 86, 362, 391, 519 destination store 519 Deutsche Bank (case study) 265–6 development phase (of site construction) 334, 519 DHL couriers 228 Diamantopoulos, A 233 Dibb, S 9, 180 Dichter, E 373 differential advantage 187, 519 differential channel-proposition 152 differential pricing 231, 519 differentiation strategy 180 in e-CRM 277 diffusion-adoption curve 117 digital audio broadcasting (DAB) radio 129, 519 digital brand 228–9, 519 importance of 229–30 digital cash 519 digital certificates (keys) 132, 519 digital marketing 10, 519 defined 10–11 digital marketing strategies in B2B 504–6 digital media 354–5 investment in 405 digital radio 129–30, 519 digital signatures 132, 519 digital television 519 direct communication 469 direct efficiency gains in B2B marketing 488 direct marketing 372, 519 direct response 519 directed buyer 78 directed information seeker 78, 520 Directgov 496, 497 directories 87, 520 538 Disability and Discrimination Acts (UK, 1995, 1999) 314 disaggregation 52 Disasters Emergency Committee (case study) 359–60 disillusionment in hype cycle 118 disintermediation 25, 54, 240, 520 disruptive technologies 116, 520 distance-selling law 114–15 distribution channels 5, 191, 520 diversification strategy 178–9 Dixon, P 487 Dixons 471 document review and update 434, 437 Doherty, N.F 462, 467, 469 domain name 113, 520 domain name registration 113, 309–10, 520 domain name system 520 doorway pages 520 download 520 downstream integration strategy 178 drip irrigation 277, 520 Duffy, D 259 Durex 239 Durlacher 179, 288 dynamic pricing 236, 453, 520 dynamic web page 28, 520 Dyson, E 139 E-business see electronic business E-cash 520 E-consultancy 78, 88 on marketing strategy 154, 156, 157, 164–5, 197, 202–3 E-envoys 139 E-fulfillment 500 E-government 13–14, 14, 139, 520 e-mail prompt 401 e-mail sequence 399 E-malls 466 e-marketing see electronic marketing E-ministers 139 E-procurement 499 e-tailing 187 early adopters 117, 520 early (first) mover advantage 179, 520 EasyJet 186, 187 eBay 325, 485 case study 33–6 economic environment of B2B marketing 487 economic factors 136–8 Economist 12, 47 Edgar, M 336, 337, 338 eEurope Action Plan 139 effective frequency 393, 520 effectiveness 173, 419, 520 efficiency 173, 419, 520 INMA_Z02.QXD 17/5/06 4:25 pm Page 539 INDEX EIAA 6, Electronic Arts 491 electronic business (e-business) 11, 520 defined 11–12 strategy model 159 electronic cash see digital cash electronic commerce (e-commerce) 11, 520 in B2B markets 498 capability maturity model of 164–5 defined 11 legislation 113–16 marketing 113 organisational structures for 201–3 security of 134 SME resistance to 138 threats to 135 electronic commerce transactions 520 electronic customer relationship management 257, 262, 520 applications 264 approaches to 272–93 in B2B marketing 489 benefits 263 concepts 262–6 customer activity and value 278 customer experience 290 customers, attracting 273 customers information 273–5 IDIC approach 277 lifetime value modelling 278–86 loyalty schemes 286–7, 290 offline communication 276 online communication 275–6 stages 273–6 virtual communities 287–9 visitors, incentives for 273 Electronic Data Interchange (EDI) 520 electronic funds transfer at point of sale (EFTPOS) 465 electronic mail advertising 521 electronic mail (e-mail) 520 acknowledgement of 246 risks 115 routeing of 246–7 electronic mail (e-mail) marketing 397–400 customer acquisition 398 customer retention 398–9 inbound e-mail, managing 400 measures for 397 strengths and weaknesses 406 success factors 399 electronic market place 493–5 electronic marketing 9, 521 defined growth, volume and dispersion (case study) 506–10 hierarchy of plans 155 outsourcing activities 307–8 electronic marketspace 57, 493, 521 electronic point of sale (EPOS) 465 electronic retailers (case study) 389–90 electronic retailing 462–79 categories of 469–71 development of 462–5 strategic focus in 464 strategy implications 472–9 virtual channels 467 electronic shopping (ES) test 69, 521 electronic tokens 521 Ellis-Chadwick, F.E 463, 503, 506–10 emergent strategy 158, 521 emotional loyalty 261, 521 empathy of web sites 338–9 Empire Direct 471 encoding on internet 353 encryption 521 Encyclopaedia Britannica 241 end-to-end (E2E) business 187 enlightenment in hype cycle 118 enterprise application integration 521 entertainment seekers 78 entry page 521 environmental environment of B2B marketing 487–8 environmental scanning and analysis 42, 521 Esper, T 457, 472 eTailQ (case study) 459 ethical issues 101–16 ethical standards 101, 521 Euroffice (case study) 184–5 European Union 139 Evans, P 239, 354, 485, 494–5 event-triggered e-mail 399 exact information scheme 327 exchange see business-to-business exchanges or marketplaces exit page 521 expert reviews 313, 521 explorer 79 exposure-based payment 521 extended product 217, 521 extension see customer extension extranet 32–3, 521 Fader, P 78 fast-moving consumer goods (FMCG) 22 case study 407–9 Fawcett, S 419, 420 feedback 353 Feinberg, R 336 Fernie, J 470 File Transfer Protocol (FTP) 521 Fill, C 244, 469 financial information 467 financial transactions 11 Finlay, P 486–7, 488 539 INMA_Z02.QXD 17/5/06 4:25 pm Page 540 INDEX Finn, A 464 Firefox 314 firewall 135, 521 First-e 48 first-party cookies 110, 521 Fisher, A 136 Fjermestad, J 217, 219, 238, 239 Fletcher, K 102 flow 327, 521 focus groups 431, 432, 521 focusing the effort 200 Fogg, B 325 Foresight (2001) 471 form 521 formalisation 200 Forrester Research 170, 336 forward auctions 235, 521 4G 125 frame 521 frames 331, 332 Frazier, G 240 frequency analysis in LTV 283 frequently asked questions (FAQs) 245 Friedman, L 195, 421 Furey, T 195, 421 Gabbott, M 225 Galbraith, R 336 Garino, J 191, 202 Gartner 118–19 Gates, B 485 Gattiker, U.E 496 general packet radio services (GPRS) 314, 522 Gestetner 239 Ghosh, S 217, 220 Gilly, M 460 Gladwell, M 221–2 GlaxoSmithKline (case study) 237 Gleisser, G 332, 334 global (generic) top-level domain names (gLLTD) 27, 522 globalisation 136, 137–8, 522 Godell, L 123–4 Godin, S 268–9, 401 Goldenberg, D 491 Google 21, 87, 485, 492 gopher 522 government markets in B2B 494 government-to- business (G2B) 13 government-to-consumer (G2C) 13 government-to-government (G2G) 13 graphic design 326–7, 522 and SEO 381 graphics editors 335 graphics Interchange format (GIF) 30, 522 Gregory, K 137 Grehan, M 384 540 Gronhaug, K 461 Grossnickle, J 71, 432 Grove, A 179 Guardian 100, 101, 123 Gulati, R 191, 202 hacker 463, 522 Hagel, J III 88, 287–9, 467 Halinen, K 269 Hamill, J 137 hard launch 309 Harridge-March, S 217 Hasan, H 172–3 Hewitt, D 474, 501 Hewlett-Packard 416, 417 high-tech company employee benefit schemes (case study) 491–2 hit 424, 522 Hofacker, C 333 Hoffman, D.L 12, 22, 327, 453, 487 on interactive marketing 352, 353, 393, 405 home page 362, 522 horizontal portal 90 Horton, S 328 house list 106, 398, 522 Hughes, A 363 hunter 79 hurdle rate analysis in LTV 284 hybrid information scheme 327 hygiebe factors 48 hype cycle 118–19, 522 hyperlink 522 Hypertext Mark-up Language (HTML) 28–9, 522 editors 335 and SEA 380 Hypertext Transfer Protocol (HTTP) 522 i-mode 124 IAB Iceland 463 identification in customer management 268, 277 identity theft 101, 522 iMediaConnection 393 in-sourcing 154 inbound customer contact strategies 400, 522 inbound e-mail 522 managing 400 inbound e-mail marketing 397 inbound internet-based communications 23, 522 incidental offline advertising 371, 522 Independent Media in Retail Group (IMRG) 471 indirect efficiency gains in B2B marketing 488 individualisation 22–3 in customer management 268 industrial markets in B2B 494 industry restructuring 25 INMA_Z02.QXD 17/5/06 4:25 pm Page 541 INDEX inflated expectations in hype cycle 118 infomediary 88, 465, 504, 522 information architecture 318, 522 designing 318–22 blueprints 319–20 card sorting 319 web response 318 wireframes 320–2 information in B2B markets 495 information organisation schemes 327, 522 informational transactions 11 ING Direct 48 initiation of web site project 309, 522 insertion order 522 inside-out outsourcing 308 institutionalising capability 200 integrated e-mail marketing 399 integrated marketing communications 357–63 campaign response mechanics 362–3 media-neutral planning 358–9 planning 358 through time 360–1 integration 23–5 integration in customer management 268 integrity in customer management 268 integrity see security methods intellectual property rights (IPRs) 116, 522 interaction in customer management 268 in e-CRM 277 interactive advertising 391–6 banner advertising 395 buying advertising 395–6 effectiveness 393 formets 394 fundamentals 391–2 purposes 392–3 strengths and weaknesses 406 targeting options 393–4 interactive banner advertisement 522 interactive digital TV (iDTV) 126–9, 522 case study 127 interactive marketing communications advertising, differences 354–5 characteristics of 350–7 consumer perceptions (case study) 355–7 integration 354, 357–63 intermediaries 353–4 objectives and measurement 363–9 campaign costs objectives 367–9 conversion marketing objectives 365–6 non-transactional sites 369 timescales 366 online promotion techniques 373–402 e-mail marketing 397–400 interactive advertising 391–6 on-site promotional techniques 402–3 o nline partnerships 388–91 online PR 384–8 search engines marketing 373–84 viral marketing 400–2 optimal communications mix 403–7 interactivity 350, 523 intermediaries 86–90, 465, 523 increase in 353–4 intermediary analysis 167 internal structures 199–202 Internet 26, 523 access applications 30 benefits of 14–18 and branding 224–9 use in Europe 455 world users 454 internet-based market research 430 internet contribution 523 internet EDI 48, 523 internet effectiveness, assessing 161 internet governance 139, 523 internet marketing 8, 523 applications 5–6 benefits 169 communications 20–6 defined 8–14 interactivity of 21–2 stage models 162–5 strategic approach to 18–20 technology 26–36 Internet marketing metrics see metrics for Internet marketing Internet marketing strategy 152, 523 as channel marketing strategy 152–3 framework for 158 generic approach to 157–9 integrated 154–7 scope of 153 situation review 160–8 strategic goal setting 168–74 strategy formulation 174–204 strategy implementation 204–7 Internet pureplay 465, 523 Internet radio 129 Internet relay chat (IRC) 523 internet service providers (ISPs) 27, 310, 523 selecting 310–11 Internet technology, use of 495–501 interruption marketing 268, 523 interstitial ads 394, 523 intranet 32–3, 523 Introna, L 242 ips Intelligent 490 Jan-Mou, L 489 Janal, D 354 Janda, S 302, 336 Java 523 Jenkins, F 372 541 INMA_Z02.QXD 17/5/06 4:25 pm Page 542 INDEX Jevons, C 138, 225 Joachimsthaler, E 182, 225, 226, 228, 503 Jobber, D 486 Johnson, E 232 Joint Photographic Experts Group (JPEG) 30, 523 Joseph, M 193 Jupiter Research 497 Kahin, B 486 Kalakota, R 52, 159, 499 Kaplan, R.S 172 Kemmler, T 404 key performance indicators (KPIs) 173–4, 523 Kiani, G 26 Kim, E 186 Klein, L 137, 162, 221, 231 Kolesar, M 336 Kothari, D 79 Kotler, P 43, 80, 235, 357, 419, 420 Kraut, R 242 Kumar, N 191–2, 241–2 landing page 362–3, 399 last mile problem 470–1 lastminute.com (case study) 478–9 latency analysis in LTV 283 Lautenborn, R 216 law of the few 222 lead 523 lead generation lead generation offers 273, 523 lean-forward media 352 Lee, E 458 legal environment of B2B marketing 488 legal issues 101–16 on cookies 111–12 legibility of site design 324 Levi Strauss 218 Levy, M 163, 464 Lewis, H 78, 79, 81 Lewis, R 78, 79, 81 Lexus 77 life-time value-based ROI 368–9 lifetime value (LTV) 278, 523 lifetime value modelling 278–86 benefits 280 grouping customers 284–5 product recommendation 285–6 propensity modelling 285–6 RFM analysis 283–6 sense, respond, adjust 282 statistical RFM analysis 284 link building 386 list broker 523 list owner 523 live web site 523 localisation 239–40, 317, 523 location independence 25–6 542 Location Optimised Commerce on the Internet (LOCI) 140 log file 523 log file analysers 28, 424, 523 inaccuracies caused by 429 logical rational planning 159 long-tail concept 223, 523 Louviere, J 464 Lowe, M.S 503 loyalty techniques 286–7, 524 of online customers 461–2 Lynch, P 328 Lynch, R 158, 169 Lynx 314 McDonald, M 9, 21, 56 On Internet marketing strategy 156–7, 189, 195, 205 on marketing mix 219, 224, 229, 238 McFarlan, F.W 205 McGaffin, K 386 McKinsey Consultants 45, 197 macro-environment 44 Magnet online 469 Magretta, J 243 mailbots see autoresponders maintenance process 524 Malhotra, N 431, 432 Malone, M.S 242 Malone, T 242 management myopia 419 many-to-many communications 351–2 market alliance model 243 market-oriented pricing 235 market penetration and development strategy 176–7 market share growth 177 marketing communication 469 marketing effectiveness, assessing 161 marketing-led design 324 marketing-led site design 324 marketing mix 215, 524 people 245–7 physical evidence 248 place 237–43 positioning and differentiating 185–90 price 231–7 process 248 product 217–30 promotion 243–4 varying 215–17 marketing planning 157, 524 marketing research 430–3 tools 469 marketplace 45–61, 524 competitive forces in 46–9 trading location in 57–8 marketplace portal 90 INMA_Z02.QXD 17/5/06 4:25 pm Page 543 INDEX marketplace structure, changes 193 marketsite 486, 489, 524 marketspace 524 Marn, M 232, 236 Marsden, P 221, 222 Marshak, R 75 Marshall, P 243 Martin, C.I 222 Mason, R 102 mass customisation 23, 218, 270, 351, 524 in e-CRM 263 mass marketing 258, 524 Match.com (case study) 370 Matthews, B 233 measurement 532 media broker 524 media buyer 524 media buying 524 media consumption 355 media consumption, changes in 6–7 media involvement 355 media-neutral planning (MNP) 358–9, 524 media owners 524 media planning 396, 524 media portal 90 media reach 355 media site 16, 52, 362, 524 Menteth, H 77 menu options 331–2 meta-data 29, 524 meta search engine 524 meta tags 113–14, 380–1, 524 metrics for internet marketing 418, 524 case study 441–6 micro-environments 42–5 micropayments (microtransactions) 134, 524 microsite 362–3, 391, 524 Microsoft 491 Microsoft internet information server (IIS) 524 Millard Brown Qualitative 357 Mintzberg, H 158 mixed-mode buying 24, 350, 524 mobile access 120–1 mobile commerce (m-commerce) 124 strategies 124–5 usage 124 mobile services 123–4 in future 125–9 Moe, W 78 Moller, K 269 Mols, N 240 monetary value analysis in LTV 283 Morgan, R 304 Morganosky, M 453 MORI 453 Morris, R.J 222 Morville, P 318, 319, 323, 327, 330 Mougayer, W 140 Mozilla 314 MSN 21, 60 Mulhern, F.J 467 multi-channel behaviour, identifying 183–4 multi-channel communications strategy 194–6 multi-channel customer experience 77 multi-channel distribution strategy 191–3 multi-channel marketing 10, 524 multi-channel marketing strategy 5, 153, 525 multi-channel prioritisation 191 multi-site online car purchase (case study) 84 Murdoch, R 51 Myers, J 194 mystery shoppers 431, 433 Napster 48, 218 case studies 226–7, 248–51 narrow navigation 328–9 nationwide 187 customer service (case study) 247 navigation 328, 525 Neely, A 418 nested ad content 525 Nestlé 22 neutral sites 58 New Media Age 370, 389 Newholm, T 461 next practices 85 NHS Purchasing and Supply Agency (case study) 499–500 Nicholls, A 472, 504, 505 Nielsen, J 313, 327, 328, 330 noise 353 non-repudiability see security methods North-West Supplies (case study) 16–18 Norton, D.P 172 notification 103, 525 Novak, T.P 12, 22, 327, 453 on interactive marketing 352, 353, 393, 405 Novo, J 283–4 O2 187 offer 235, 525 offline communications advantages and disadvantages 371 advertising 371–2 case study 370 direct marketing 372 in e-CRM 276 physical reminders 372–3 public relations 372 response mechanisms 372 word of mouth 373 offline promotion 370 offline response mechanism 363 offline site promotion 350 543 INMA_Z02.QXD 17/5/06 4:25 pm Page 544 INDEX offline web metric 525 O’Malley, L 269 on-site promotional techniques 402–3 one-to-many communications 351–2 one-to-one communications 351–2 one-to-one marketing 257, 525 one-to-some communications 351–2 Ong, C 304 online brand see digital brand online branding 215, 525 online buyer behaviour 74–84 growth 472 models of 78–83 online chat 245 online communications in B2B markets 496–8 online communications mix 196–7 in e-CRM 275–6 online communities 469 online customer experience 290, 302–3, 525 online customers 453–62 expectations and motivations 457–62 identification of 453–7 logistics of 457 loyalty of 461–2 online focus groups 221 online goods for sale, UK (case study) 471–2 online incentive schemes see loyalty techniques online intermediary sites 87 online lifecycle management grid 205–7 online marketing 416–17 communications plan 157 offline impact (case study) 474–6 performance management 417–33 online partnerships 388–91 affiliate marketing 388–9 electronic retailers (case study) 389–90 online sponsorship 390–1 online PR 384–8, 406 activities 386–8 blogs 387 communications 386 defined 384–5 link building 386 podcasting 387 RSS 387–8 and traditional PR 385–6 online presence 14–16 online promotion, investment in 404–5 online promotion contribution 170, 373, 525 online purchases 68–73 online purchasing process (case study) 456–7 online purchasing systems 500, 501 online questionnaires 431 online reputation management 385 online retail activities 467–71 activity category 470 information functions 467–8 interactive functions 468–9 544 logistics of 470 outsourcing by 470 size 469 online revenue contribution 170 online service providers (OSPs) 525 online service quality gap 336, 525 online site promotion 350 online social network 87 online sponsership 390–1, 406 strengths and weaknesses 406 online transactions in B2B 498–9 online value proposition (OVP) 187–90, 525 online video advertising (case study) 497 online web metrics 525 Opera 314 operational data, collecting 427 operational effectiveness 525 opt-in 107–8, 269, 398, 525 incentives 270 opt-in e-mail 525 opt-out 109, 269 opt-out e-mail 525 Oracle 501 Orange Mobile 227, 436 O’Reilly, T 30 organisation channel preferences 194 out-sourcing 154 outbound e-mail 525 outbound e-mail marketing 397 outbound Internet-based communications 23, 525 outcome data 431 outside-in outsourcing 307–8 outsourcing 470, 525 outsourcing marketing activities 307–8 Overby, J 458 overcounting 429 overlay 394 overt 526 page design 332 page impression 393, 424, 526 page rank 379–80, 526 page request 526 page view see page impression Pak, J 332 panel activity 431 Parasuraman, A 335 Parker, R 289 Parry, K 373 Parsons, A 199–201, 436 pass-along e-mail 401 pay-per-click (PPC) search marketing 114, 381–4, 526 fake clicks 383 managing 382–3 optimising 383 strengths and weaknesses 406 trusted feed 383–4 INMA_Z02.QXD 17/5/06 4:25 pm Page 545 INDEX payment systems 134 peer-to-peer services 504 penetration pricing 235 people 245–7 people variable 245, 526 Peppers, D 260, 268, 277 perceived risk 460–1 Perea, T 453 perfect market 233, 526 performance drivers 173–4, 196, 420, 526 performance management system 417, 526 performance management systems 417–33 analytics tools, selecting 426–0 barriers to 419 channel promotion 421–2 creating 418–20 data collection 426 defining 420–3 maintenance process 433–5 responsibilities for 435–7 standards for mearurement 425 tools and techniques 424–33 performance measurement system 417, 526 performance metrics 173, 526 performance of web site 526 Performance Research 390 permission marketing 108, 268, 526 persistent cookies 109, 526 personal call back 363 personal data 102, 526 in CRM 264 personalisation 22, 270, 351, 526 personas 75–7, 166, 314, 526 persuasion marketing 312, 526 PEST factors 98 Peters, L 350, 353 Petersen, E 416 phishing 135, 526 phone-me 526 physical evidence variable 248, 526 Picardi, R 187 Pickton, A 357 Pincott, G 361 Pitt, L 235 pixel 526 place 237–43, 526 channel conflicts 240–2 localisation 239–40 new channel structures 240 of purchase 238–40 virtual organisation 242–3 Plan, Y 505 plug-in 30, 526 podcasts 22, 387 political environment of B2B marketing 488 political factors 138–41 Poon, S 138, 193 portal site 16, 52 portals 89, 526 for E-malls 466 types 89–90 Porter, M 472 on B2B marketing 485, 489, 505 on Internet microenvironment 43, 46, 49–52, 60, 85 on marketing strategy 168, 174, 186 portfolio analysis 162, 204, 526 POSCO 501 positioning strategy 180, 185, 526 Powell, P 163 pragmatic incremental strategy 159 prescriptive strategy 158, 526 press releases 467 price 231–7 downward pressure on 233–5 price adaptability 234 price elasticity of demand 231, 526 price-indifference 234 price performance excellence 186 price precision 234 price segmentation 234 price transparency 231, 526 increased 231–3 price variable 231, 527 pricing new approaches 235–7 pricing mechanisms 236 pricing model 231, 527 primary persona 76, 527 privacy 101–13, 527 in e-CRM 273 regulations on 107–9 Privacy and Electronic Communications Regulations Act 107, 527 privacy statement 111, 527 process variable 248, 527 product core, varying 217–19, 222 extended 219–21 velocity of development 221 velocity of diffusion 221–2 product development strategy 177 product information 467 product performance excellence 186 product recommendation in LTV 285–6 product selection tools 245 product variable 217, 527 productive opportunities 477 productivity in hype cycle 118 profile fields in e-CRM 273 profile information 101–2 profiling see customer profiling project manager 306 promotion (online and offline) 243–4, 527 investment in 403–4 545 INMA_Z02.QXD 17/5/06 4:25 pm Page 546 INDEX promotion variable 243, 527 propensity modelling 285 prosumer 218–19, 527 prototypes and prototyping 308–9, 527 Prudential Insurance 48 psychographic segmentation 70, 527 public key 527 public-key encryption 132–3, 527 public-key infrastructure (PKI) 133, 527 public relations 372 pull media 21, 350, 527 Pullen, M 139 purchase behaviour, identifying 183 purchasing function, streamlining 499 pureplay 465 Purinton, E 324 push media 21, 350, 527 push technology 527 qualified lead 527 qualitative customer research 166 Quelch, J 137, 162, 221, 231 Queree, A 237 questionnaires 431–2 Quinn, J.B 158 Raphel, M 259 Raskin, O 71, 432 Raymond, E.S 463 Rayport, J 50, 57, 88, 218, 493 re-sell 267 reach 85–6, 393, 527 reactivation 267 reaggregation 52 really simple syndication (RSS) 387–8, 527 realnames 527 recency analysis in LTV 283 reciprocal links 386 recruitment information 467 referrals 267 referrer 421, 527 referring sites 527 The Register 311 registration (individuals) 527 registration (of domain name) 527 regular e-newsletters 399 Reichheld, F 257, 259, 340 reintermediation 25, 54, 240, 528 relationship excellence 186 relationship marketing 5, 258, 528 applications 264 benefits of 258–9 customer loyalty 261 differentiating customers 260–1 and electronic CRM 262–6 key concepts 258–62 technologies and data 264–5 546 relevant e-mail marketing 399 reliability of web sites 337 repeat visits 528 representation 57 repurposing 127, 528 reseller markets in B2B 494 Resnik, A 332 resonsiveness of web sites 337 resource analysis 161–2, 528 respond in lifetime value modelling 282 response behaviour identifying 183 soliciting 392 results-based payment 395, 528 retail channel 467, 528 retail format 528 retention see customer retention Rettie, R 327–8 return on advertising spend (ROAS) 528 return on investment (ROI) 368, 528 return path 126, 528 revenue models 61, 179, 528 revenue strategies 179–80 reverse auctions 235, 237, 528 Revolution 189, 416 rich-media advertisements 528 Ries, A 229 Ries, L 229 Rigby, D 259, 341 Robertson, J 319 Robinson, J 139 Robinson, M 52, 159, 499 Robinson, P 80 robot 87, 376, 528 Roe, M 79 Rogers, E 117, 373 Rogers, M 260, 268, 277 rollovers 331 Rolls-Royce (case study) 262 Rosen, D 324 Rosenfeld, L 318, 319, 323, 327, 330 Rosenfield, J.R 259 Roussel, A 136 Rowley, J 365, 462 run of site 395, 528 Rutter, J 460 Ryan, J 390 Ryanair 187 Safari 314 Sainsburys 329 sales channels 469 sales force automation in CRM 264 sales generation offers 273, 528 sales promotions 528 sales transactions on Internet Sambharya, R 488 INMA_Z02.QXD 17/5/06 4:25 pm Page 547 INDEX SAP Portals 501 Sargeant, A 261 Sarkar, M 87, 240 satisficing behaviour 232, 528 saturation of the Internet 528 scenario analysis 75–7 scenario-based design 168, 314, 528 scenario of use 528 Schefter, P 257, 340 Schramm, W 353, 469 Schultz, D 354 Schultz, H 354 SciVisum 311 scope notes 330 scripts 528 search engine listing 528 search engine optimisation (SEO) 376, 406, 528 strengths and weaknesses 406 search engine ranking 529 search engines 87, 528 and customer behaviour 374–5 keyphrase analysis 378–9 marketing by 373–84 ranking, improving 379–81 registration 377–8 results pages 377 search portal 90 secret-key encryption 132 secure electronic transaction (SET) 134, 529 secure HTTP 529 secure sockets layer (SSL) 133, 529 security methods 131–6, 529 authentication of contracts 115 for Internet customers 457 principles of 131–2 seeding 529 segmentation 180, 529 by price 234 selective opt-in 269 selective targeting in B2B 503 sell-side e-commerce 11, 529 seller-controlled sites 57 sellers, bargaining power 48 sense and respond communications 22, 258, 529 sense in lifetime value modelling 282 server-based measurement 429, 431 server log file see online web metrics servers, dedicated 311 service quality 335–43, 529 assurance 338 customer satisfaction and loyalty 339–41 empathy 338–9 reliability 337 responsiveness 337 tangibles 336 services-oriented relationship-building site 15, 51 serving 529 session cookie 109, 529 7S model 197–8 Seybold, P 24, 75 shallow navigation 328–9 share of search 68, 529 share of voice 477, 529 Sharma, A 258 Shaw, J.T 488 Shaw, R 259 Sheth, J 258 shopping bots 466 short message service (SMS) 121–3, 529 applications 122–3 case study 123 regulations on 107 simple navigation schemes 328 Sissors, J 396 site measurement see web site; measurement site see web site sitemapping tools 529 situation analysis 42 situation review 160–8 external audit/analysis 165–8 internal audit/analysis 160–5 Sivakumar, K 327 SLEPT factors 98 small and meduim enterprises (SMEs) 138, 469 channel conflicts 241 SMART metrics 363, 530 SMART objectives 170–2, 363 smartcards 530 Smile Internet bank 178 Smith, B 159 Smith, D 327 Smith, P.R 9, 14, 262 on interactive marketing 365–6, 400, 401 on Internet marketing strategy 161, 169 on marketing mix 217, 219, 245 on online customer experience 333, 338 Smith, S 302 social environment of B2B marketing 488 social exclusion 100, 530 social factors 99–100 social presence 353 soft launch 309 soft lock-in 47, 530 software agents see agents Solar Turbines 495 Sorce, P 453 spam 106, 530 spamming 530 Sparks, L 470 Sparrow 114 Sparrow, A 503 specific offline advertising 371, 530 547 INMA_Z02.QXD 17/5/06 4:25 pm Page 548 INDEX spider 87, 376, 530 splash page 530 sponsorship 530 Srinivasan, S 461 stage models 16 stages in web site development 530 stakeholders 307 star alliance model 243 static web page 27, 530 STEP 530 Sterne, A 332 Sterne, J 288, 317, 419 stickiness 422 stickiness factor 222 Stone, M 264 Stone, R 461 storyboarding 321, 530 strategic analysis 160, 530 strategic data, collecting 427 strategic focus in retailing 464 strategic goal setting 168–74 balanced scorecard 172–3 frameworks for 172–4 online revenue contribution 170 performance drivers 173–4 SMART objectives 170–2 strategic positioning 530 strategic windows 158 strategy formulation 174–204, 530 business and revenue strategies 179–80 diversification 178–9 internal structures 199–202 market development 177 market penetration 176–7 marketplace structure, changes 193 multi-channel communication strategy 194–6 multi-channel distribution strategy 191–3 online communications mix 196–7 organisational capabilities 197–204 positioning and differentiation strategy 185–90 product development 177 target marketing strategy 180–5 technological integration 193 strategy implementation 204–7 online lifecycle management grid 205–7 project assessment 204–5 strategy process model 157, 530 streaming media 30, 530 style guide 530 style preference of customers 184 Styler, A 78, 79 subject access request 105, 530 subjective visionary strategy 159 substitute products and services 48–9 Sullivan, U 56, 194 superstitials 530 supplier-facing applications 496 548 suppliers 86 surfer 530 Svennevig, M 10, 127 Sviokla, J 50, 57, 218, 493 SWOT analysis 167–8 symmetric encryption 132, 530 tactical data, collecting 427 tag-based measurement 429 tagging 405, 530 Tang, T 491 tangibles in service quality 336 Tapp, A 358 Tapscott, D 485 target marketing strategy 180–5, 530 in e-CRM 263 stages 181 target-profit pricing 234–5 targeting (through banner advertisers) 530 targetted e-mail marketing 399 tax jurisdiction 140–1 taxation 140–1 technological environment of B2B marketing 488 technological factors 116–36 alternative technologies 120–5 mobile access 120–1 technological integration 193 technology convergence 121, 530 technology triggers 118 telemarketing using the internet 530 telnet 530 template see site design template Teo, T 505 Tesco.com 463, 472–3 case study 207–9 test web site 531 testing content 531 testing phase 334, 531 text editors 335 third-party cookies 110, 531 third-party newsletters 398 Thomas, J 56, 194 Tibbits, H 172–3 Timmers, P 52, 59, 499 tipping point 221, 531 Tjan, A 205 Tofler, A 219 tone preference of customers 184 touch marketing funnel approach 184–5 tracker 79 Trade and Industry, Department of 72, 73, 495 trademark 116, 531 trading partnerships in B2B 503–4 trading relationships in B2B 502 traffic-building campaign 363, 366, 373, 531 transaction data in CRM 264 transaction log file 28, 531 transactional e-commerce site 14, 51 INMA_Z02.QXD 17/5/06 4:25 pm Page 549 INDEX transactional excellence 186 transactional sites 14–16 transactions commercial arrangements 58–61 enabling 58–61 Transfer Control Protocol/Internet Protocol (TCP/IP) 531 transparency in B2B marketing 486 Transversal 337 Trocchia, P 302, 336 Trott, P 118 trust 460–1 trusted feed 383–4, 406 trusted third parties (TTP) 531 Tynan, C 269 Tzong-Ru, L 489 undercounting 429 undirected information seeker 78, 531 Uniform Resource Locator (URL) 27, 531 unique visitors 424, 531 unsubscripe 531 up-sell 267 up-selling 531 upload 531 upstream integration strategy 178 URL strategy 362, 531 usability 312, 531 usability/user testing 313, 531 usenet newsgroup 531 user-centred design 312, 323, 531 user experience, designing 322–34 customer-oriented content, developing 323–4 design, elements of 324 marketing-led design 324 structure of 324–34 user journey 531 user session 531 users’ requirements, researching 312–22 accessibility 314–16 competitors’ web sites, reviewing 317–18 information architecture, designing 318–22 localisation 317 usability 312–14 validation 531 value alliance model 243 value chain 49, 472, 531 analysis 49–53 external 52–3 restructuring 51–2 value creation 49–53 value networks 52–3, 531 value proposition of site 531 van Doren, D 80, 365 van Duyne, D 285 Van Tassel, S 465 Varianini, V 166, 188, 196, 404 Vaturi, D 166, 188, 196, 404 Venkatraman, N 59 Verdict Research 452, 471 vertical integration 243 vertical portal 90 vertical portals 531 Victor Chandler 140 Victoria Wine 466 view see page impression viewthrough 393 viral marketing 112, 400–2, 532 strengths and weaknesses 406 viral referral 532 Virgin radio (case study) 130 Virgin Wines 188 virtual cash see digital cash virtual channels 467 virtual community 288–9, 532 virtual mail 532 virtual marketplace 88 virtual merchants 532 virtual organisation 242–3, 532 virtual private network 133, 532 virtual value chain 50 virtualisation 242, 532 visibility in B2B marketing 486 visit 529 Vlosky, R 32 Volkswagen 469 Volvo (case study) 127 walled garden 532 Wanadoo 390 Ward, S 102 Waterman, R.H 197 Watson, A 472, 504, 505 web 2.0 concept 30–2, 532 web accessibility 532 web addresses 532 web analytics 22, 416, 532 Web Analytics Association 416 web application protocol (WAP) 532 web browser 27, 532 web callback service 245, 363, 516 web classification 319 web-facilitated e-mail 401 web logs 221 web pages content 28 planning 304 web radio 129, 532 web response 318 web response model 363, 532 web self-service 264, 532 web servers 27, 532 web site announcements 529 auditors 395, 529 549 INMA_Z02.QXD 17/5/06 4:25 pm Page 550 INDEX Web site (continued) availability 529 creation and maintenance 244 map 318, 319, 529 measurement 532 owner 306 promotion 244 re-launch 529 sponsors 306 standards 439 statistics 529 ‘stickiness’ 529 visit 529 visitor activity data 424–5, 529 web site design and build plan 157 design phase 322, 519 evaluating designs 323–4 navigation schemes 327–8, 529 service quality 335–43 assurance 338 customer satisfaction and loyalty 339–41 empathy 338–9 reliability 337 responsiveness 337 tangibles 336 structure diagrams 319–20 template 438, 529 web site designer 306 web site development 532 availability of 311 competitors’, reviewing 317–18 content developer 306 content development and testing 334–5 designer 306 development 305–6 domain name registration 309–10 ISP, selecting 310–11 owner 306 performance of 310–11 planning design 304–9 project initiation 309–12 project manager 306 prototyping 308–9 sponsors 306 stakeholders 307 team profiles for 306–8 user experience, designing 322–34 users’ requirements, researching 312–22 webmaster 306–7 550 web site structure 324–34 content design 332–4 graphic design 326–7 menu options 331–2 navigation schemes 327–30 organisation 327 page design 332 personality 325–6 style 325 webmaster 306–7, 532 Website Accessibility Initiative 315 Webster, F.E 502 Weigand, R 54, 242 Weitz, B.A 464, 465 West, D 261 WH Smith 219 Wheeler, J 302 Whiteman, N 390 Wi-Fi (wireless fidelity) 123, 533 wide area information service (WAIS) 533 William Hill 140 Wilmhurst, J 244 Wilson, H 9, 21, 56, 189, 195, 205, 219, 238 Wind, Y 502 wireframe 320–2, 533 wireless access 120–1 Wireless Mark-up Language (WML) 533 Wisner, J 419, 420 Wodtke, C 321 Wolfe, D.B 259 Wolfinbarger, M 460 Wood, S 322 word of mouth advertising 373 word of mouth communication 400–1 World Wide Web 27, 533 uses of 78 World Wide Web Consortium 315 Wrigley, N 503 Wurster, T 239, 354, 485, 494–5 XML (eXtensible Markup Language) 29, 533 Yahoo! 21, 60, 225 Zeff, R 392, 395 Zeithaml, V 336 Zilliant 234 Zipf’s law 223 Zopa (case study) 90–2 ... to Internet marketing Chapter Internet microenvironment Part STRATEGY Chapter Internet macroenvironment Chapter Internet marketing strategy Chapter The Internet and the marketing mix Part IMPLEMENTATION. .. development Internet marketing strategy 151 The Internet and the marketing mix 214 Relationship marketing using the Internet 256 Part Internet marketing: implementation and practice Delivering the online... Internet strategy is a channel marketing strategy The scope of Internet marketing strategy 152 152 153 An integrated Internet marketing strategy Is a separate Internet marketing plan needed? 154