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Textbook

Wired Marketing: Energizing Business for e-Commerce

ISBN: 978-0-471-49645-8
284 pages
August 2001, ©2001
Wired Marketing: Energizing Business for e-Commerce (0471496456) cover image
Wired Marketing provides a unique mix of strategic and technical knowledge designed primarily for students on marketing-related courses. It focuses on the Internet as a marketing tool in the context of rapidly changing business and consumer markets, including the emergence of eCommerce on the World Wide Web. Part one of the book deepens the marketing concept, by providing an overall outline of the role and importance of Internet marketing to e-commerce. In particular the first part of the book looks at the technological-driven shift in the marketing paradigm from direct marketing towards interactive marketing on the World Wide Web. Part one also outlines the fundamental Internet based changes in both the consumer and business-to-business markets.

The second part of the book broadens the marketing concept by exploring the move towards new interactive forms of marketing and changing communication processes as a consequence. It proposes, for example, in the chapter on marketing communications an e-based communications mix that illustrates the impact of new technology. This broadening of the marketing concept, by the Internet is extended further through a focus on supply chain management. Here we explore the way the Internet is changing how enterprises interact with their suppliers, partners and customers. It looks at the implications for managing the customer. The music industry is one of a number of examples used.

The final part of the book is intended to provide a marketing and e-commerce "toolkit" for the Internet. Part four will provide useful web-links to marketing sites of importance, offering leading edge marketing information and useful software applications. In particular this section will provide an insight into Advanced Web based marketing technology for the Internet. Finally the book will consider approaches towards strategic Internet marketing planning with a particular focus on flexibility, speed and the customer. The style of the book is to encourage the application of practical knowledge, but it also attempts to offer in-depth understanding of the changing nature of marketing through trading by e-commerce. The main text willl be supplemented with extensive practical case examples and also various web links which illustrate that the Internet is radically altering marketing and e-commerce practices. Supplementary materials for lectures will be provided on a web site.

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Preface xi

Foreword xiii

Acknowledgements xv

Part 1 – Marketing transformation on the Internet

Chapter 1 Introduction to Internet Marketing 3

The marketing concept: a brief history 4

Electronic commerce and the Internet revolution 9

Online selling through the Internet 13

The evolution from direct into interactive online marketing 14

Objectives of the book 16

Structure of the book 17

Distinctive features 17

Conclusion 18

References 19

Chapter 2 Business models for interactive marketing 21

Evolution of Internet-based business models 22

The emerging role of syndication 32

Model implementation and evaluation 34

Conclusion 36

References 37

Chapter 3 Online resources for internet marketing techniques 39

The interactive marketing information systems 40

Route map to the foundations of Internet technology 41

Communications infrastructure for web-based marketing 47

Cyberspace information for interactive marketing 53

Building your market intelligence tools 56

Conclusion 58

References 59

Part 2 – Interactive marketing and the marketing process

Chapter 4 Marketing communications on the Internet 63

Process of online marketing communications 63

E-business grid for integrated marketing communication 68

Interactive marketing communication tools 74

Technological developments for marketing communications 82

Conclusions 86

References 87

Chapter 5 The Internet customer and relationship marketing 89

Theoretical basis of relationship marketing 91

Buyer-supplier relationships on the Internet 94

Developing web relations 97

Strategic benefits of virtual relationships 99

Conclusion 101

References 101

Chapter 6 New buyer behavior direction through virtual communities 103

Interactive marketing directions for e-commerce 103

Marketing transformation through virtual environments 109

Evolution of buyer behavior concepts on the World Wide Web 116

Hypermedia support for new media based buyer behavior 121

Conclusion 125

References 126

Chapter 6 New buyer behavior directions through virtual communities 103

Interactive marketing directions for e-commerce 103

Marketing transformation through virtual environments 109

Evolution of buyer behavior concepts on the World Wide Web 116

Hypermedia support for new media buyer behavior 121

Conclusion 125

References 126

Part 3 – Managing your customer through e-commerce

Chapter 7 Supply chain management for Internet commerce 129

Structural and supply chain redesign issues 130

The potential role of the Internet 132

Virtual sourcing 137

Supplier sourcing decision 140

Developing partnerships on the Internet 141

Performance measurement on the Internet 142

Conclusion 145

References 146

Chapter 8 Consumer on-line payment solution for e-commerce 149

An integrated approach towards e-commerce 149

Vital components for consumer online e-commerce 149

Steps in processing online credit card transactions 156

How to build a successful e-commerce site 160

Products and tools for building your e-commerce site 163

Conclusion 165

References 167

Chapter 9 Privacy and security issues for e-commerce 169

Electronic commerce safety and network security 170

Authentication 174

Securing data integrity, privacy, and accountability 176

Conclusion 189

References 189

Chapter 10 Marketing ethics on the Internet 191

Emergence of accountable marketing 192

Working towards a code of ethical conduct on the Web 194

Main issues of ethical concern 195

Rules of ownership 199

Enforcement and operationalizing ethical codes 203

Conclusion 205

References 206

Part 4 – Internet tools for wired marketing

Chapter 11 Advanced web technology for interactive marketing 211

Intersection between marketing and open-source solutions 212

Intelligent agent software for personalized information and e-commerce 214

Mobile push and pull technologies 220

Web-to-database integration 224

Broadband application across the Web 228

Conclusion 231

References 232

Chapter 12 Strategic Internet marketing planning 235

Business and market analysis 237

Integrated online marketing communications strategies 239

Internet marketing: planning development paths 243

Internet marketing budget and resources allocation 245

Risk analysis and contingency planning 248

Conclusion 251

References 253

Glossary 255

Subject Index 263

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GLENN HARDAKER is Principal Lecturer in e-Learning Innovation at the University of Huddersfield.
GARY GRAHAM is Lecturer in Marketing at the University of Salford.
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Supplementary WebsiteContains PowerPoint Slides for each chapter.
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Instructors Resources
Wiley Instructor Companion Site
Companion Website
Website containing PowerPoint Slides for each chapter (password protected). www.wiley.co.uk/hardaker
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