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Cybermarketing, 2nd Edition

Book Description

'Cybermarketing' is a no-nonsense structured guide to using the Internet for marketing and is essential reading for all marketers and managers who need to know how to use the Internet to promote and sell their product.

This new edition both follows on the success of and adds significantly to the first edition by:

* Increasing the up to date case material
* Having a live Internet site to support the book
* Adding a collection of key URLs for market research purposes
* Adding a new section on marketing information systems
* More coverage on electronic direct and 1 to 1 marketing
* Covering intranets for Marcomms in more depth
* Building on 'Justifying the Business Case'
* Updated and expanded information on pricing and branding.

This new edition, confirms 'Cybermarketing' as both the most comprehensive and accessible guide to the net for marketing professionals at all levels.

Table of Contents

  1. Front Cover
  2. Cybermarketing
  3. Books in the CIM series
  4. Title Page
  5. Copyright
  6. Contents
  7. Acknowledgements
  8. Read this first!
    1. Focus on the customer
      1. Why the net gives the consumer more power
      2. Why has the Internet been so successful?
      3. Who benefits?
    2. Ongoing support – the Cybermarketing website
    3. Conclusion
    4. References
  9. 1 Marketing with the Internet
    1. Who is this book for?
    2. Introduction to marketing
    3. Section 1 What is marketing?
      1. The purpose of any business
      2. What is marketing?
      3. Competition and the need for differential advantage
    4. Section 2 An overview of the marketing process
      1. 1. Environmental analysis
      2. 2. Marketing strategies
      3. 3. Marketing organization and control
    5. The structure of the book
    6. Conclusion
    7. Checklist
    8. What next?
    9. References
  10. 2 Finding out about your world and your market
    1. Know your market as yourself
      1. Demand
      2. Political and legal factors
      3. Social and ethical factors
      4. Competition
      5. The impact of technology
      6. Assessing the physical environment
    2. How the Internet makes monitoring the business environment easier
    3. Conclusion
    4. Checklist
    5. References
    6. What next?
  11. 3 Researching your markets on the Internet
    1. The importance of market research
    2. What is marketing research?
      1. Research on markets
      2. Research on products and services
      3. Research on marketing policy and strategy
      4. Research on advertising
      5. Other possible areas
    3. Where do I start my online marketing research?
      1. Secondary sources
      2. Secondary sources of information for industrial products
      3. Primary sources
    4. Conclusion
    5. Checklist
    6. What next?
    7. References
    8. Where to go if you want to find out more
  12. 4 Making your information system work
    1. What is an intranet?
      1. What sort of organizations should develop intranets?
      2. The intranet as an internal communication tool
      3. Two security tips
    2. The structure of a management information system
      1. The marketing information system (MkIS)
      2. The design of an MkIS
      3. Using an intranet to create a dynamic marketing information system
    3. Conclusion
    4. Checklist
    5. What next?
    6. References
  13. 5 Segmentation – establishing a niche in the global market
    1. What is segmentation?
      1. Supposedly uniform markets
      2. Different needs and characteristics of the customers
      3. Criteria for successful segmentation
    2. Channel choice – will the Internet reach your target market segment?
      1. The pattern of Internet use is changing
      2. What we know now about Internet usage
    3. How can the Internet help me identify segments in my market?
      1. Consumer marketing
      2. Business-to-business marketing
      3. Gap analysis or niche marketing
    4. How do I decide whether to use the Internet to reach my target segment?
    5. Conclusion
    6. Checklist
    7. What next?
  14. 6 Exploiting your global niche – the best marketing mix
    1. Product
      1. How do I adapt my product to succeed online?
      2. Principles for new products on the net
      3. Using the net to support new product development
      4. Product re-planning in summary
    2. Pricing
      1. Why pricing on the Internet is difficult
      2. Prices for ‘bits’ versus ‘atoms’
      3. Pricing objectives
      4. Business models
      5. Methods of setting prices
      6. Price setters
      7. Price takers
      8. Pricing – channel conflict
      9. Pricing – new products
      10. Pricing in summary
    3. Place
      1. How the Internet changes sales channels
    4. Place in summary
    5. Conclusion
    6. What next?
  15. 7 Promoting yourself online
    1. What is promotion?
    2. What makes the Internet a unique promotional medium?
    3. Advertising
      1. How advertising works
      2. Setting advertising objectives
      3. Media decisions
      4. The use of the Internet as an advertising medium
    4. Websites – putting your company on the Internet
      1. The stages in setting up an online presence
      2. Locating your website
      3. Low budget options
      4. High budget options
      5. What domain name can I choose?
      6. How to structure your website
      7. Website content
      8. How to make your website visible
    5. Direct marketing by e-mail
      1. How do I build up my direct marketing database?
    6. Links with offline promotion strategies
    7. Conclusion
    8. Checklist
    9. What next?
    10. References
  16. 8 Producing your promotional materials online
    1. How do you go about it?
      1. Getting ready to go live
      2. Designing your site
      3. Launching your site
      4. Keeping it going
    2. Conclusion
    3. Checklist
    4. What next?
  17. 9 E-commerce – selling online
    1. Why sell online?
    2. How to promote online sales
      1. Strategic sales promotion
      2. Tactical sales promotion
    3. How to set up an e-commerce outlet
      1. The server
      2. Security
      3. The catalogue and shopping cart
      4. The payment processing system
      5. Legal issues: forming a contract
      6. Order fulfilment and customer service system
    4. Integrating your online and offline sales channels
    5. Conclusion
    6. Checklist
    7. What next?
  18. 10 Where is all this taking us?
    1. Conclusion
    2. References
  19. Appendix 1 What is the Internet – give me the background
  20. Appendix 2 Get me onto the Internet
  21. Appendix 3 Tell me about e-mail accounts
  22. Appendix 4 Tell me things I need to know – netiquette
  23. Appendix 5 How do I search for things?
  24. Appendix 6 Technical terms for the Internet
  25. Appendix 7 News groups
  26. Index