Canadian E-Marketing: A Strategic ApproachWritten for students in undergraduate and MBA programs, this text contains comprehensive coverage of Internet marketing concepts from product design through to post-customer care, with a focus on customers and customer relationships. The author presents a strategic and global perspective to understanding online market opportunities and building value through the Internet. It first lays out the scope and magnitude of change forced by the Internet. Marketing opportunities are described next, then a series of chapters presents tools, concepts, strategic insights, and tactics. The book looks at marketing, not in isolation, but as a part of a series of value-adding functions within an organization. It uses current knowledge in marketing, consumer behavior, and strategy to provide frameworks for understanding marketing on the Internet. Important topics given little or no coverage in other books include channel management, B2B e-commerce and security issues, and the Internet as a communication medium and/or a distribution channel. |
Contents
Economics of the Web and Business Models | 28 |
The BusinesstoConsumer Market | 52 |
The Business Market | 80 |
Copyright | |
15 other sections not shown
Common terms and phrases
Amazon Amazon.com auction B2B E-commerce banner ads behaviour Boo.com brand communities bricks-and-mortar bulletin boards business models Canada Canadian channel Chapter chat commerce companies competitive competitors cookies costs create credit card customer relationship customer relationship management customer service CyberAtlas demographic disintermediation DoubleClick E-commerce e-mail marketing eBay Electronic Electronic Commerce ensure example Exhibit experience firms focus groups Forrester Research global hubs iMarket Demo industry interactive intermediaries Internet marketing Internet users issues market research marketspace mass customization mass media medium million newsgroups offer offline online advertising online brand online communities online marketers online shopping online store organizations participants percent permission marketing portal programs purchase pure-play requires retailers revenue reverse auctions role search engines selling Source specific strategy sumers suppliers surveys target tion transaction value chain virtual Wal-Mart Yahoo