Internet Marketing: Integrating Online and Offline Strategies / Edition 1

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Overview

Internet Marketing: Integrating Online and Offline Strategies asserts that while the Internet is a transformational innovation, pure Internet firms do not represent the future of the Internet, as failures in recent history attest. This text builds upon the fact that the future of the Internet lies in the activities of organizations large and small—in all market spaces—that use the Internet to improve service to customers and increase organizational productivity. Many powerful e-marketers predate the Internet, have strong brand identities, and use the Internet wisely to broaden the set of options, across the marketing and logistics mix that they can offer to their customers, suppliers, and partners. The underlying paradigm in the text visualizes the Internet as a significant new channel for communications and transactions that needs to be integrated into enterprise marketing strategies. In this process, businesses are transformed from isolated entities into extended enterprises-organizations whose boundaries have become permeable, admitting both suppliers and customers into many parts of the corporate information repository and requiring their participation in many aspects of daily operations.
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Product Details

  • ISBN-13: 9780072827033
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 10/23/2002
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 471
  • Product dimensions: 8.02 (w) x 9.92 (h) x 0.77 (d)

Meet the Author

Mary Lou Roberts has been a tenured professor of marketing at the University of Massachusetts and held a number of administrative positions there including Director of Development. She currently teaches Internet Marketing to a global cadre of students at the Harvard University Extension School. Her Ph.D. in marketing is from the University of Michigan. She is senior author of Direct Marketing Management, 2e, available on her website www.marylouroberts.info. She has published extensively in marketing journals in the U.S. and Europe. Dr. Roberts is a frequent presenter on programs of both professional and academic marketing organizations, and has consulted and provided planning services and management training programs for a wide variety of corporations and non-profit organizations. She has been an active member of many professional organizations and has served on a number of their boards.

Debra Zahay is the Restaurant.com Professor of Interactive Marketing at Northern Illinois University. She holds her Doctorate in Marketing from the University of Illinois, her Master of Management from Northwestern University in Evanston, Illinois, her Juris Doctor from Loyola University in Chicago and her undergraduate degree from Washington University in St. Louis. Dr. Zahay researches how firms can facilitate customer relationships, particularly using customer information. Some current and recent research topics include customer information management for competitive advantage, information use in new product development and particularly crowd-sourcing, data warehousing in CRM environments, email personalization and other aspects of interactive marketing. Some of the journals in which she has published include Journal of Product Innovation Management, Decision Sciences, Industrial Marketing Management, Journal of Advertising Research, Journal of Business and Industrial Marketing, Journal of Interactive Marketing, Interactive Marketing, Journal of Database Marketing, and in the working paper series for the Marketing Science Institute. She has presented her work at many academic and practitioner conferences. Prior teaching experiences include North Carolina State University in Raleigh, North Carolina and DePaul University in Chicago, Illinois. Dr. Zahay has been the President of her own database and relationship management consulting firm since 1993 and has extensive experience helping companies identify and develop customer relationships. Her prior business experience includes senior marketing management responsibilities at MCI Telecommunications and Dun & Bradstreet. She has also served as a Vice President on the Executive Board of the Chicago American Marketing Association and currently serves on the Board of the Chicago Association of Direct Marketing.

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Table of Contents

PART I. CREATING STAKEHOLDER VALUE ON THE INTERNET


Chapter 1 Marketing on the Internet: New Medium, New Channel, New Creation?
The Development of the Internet as a Commercial Medium
Information-Driven Strategy at the Sabre System
Key Characteristics of Today's Internet
The Internet Marketing Paradigm
The Internet Infrastructure Stack
Strategic Drivers of the Internet Economy
Chapter 2 The Internet Value Chain
How The Internet Creates Value
Value Chain Concepts
Developing Strategies That Exploit the Internet Value Chain
EDI, ERP and Web Services
The Benefits of an Integrated Value Chain
Chapter 3 Business Models and Strategies The B2C Space
The Economics of Internet Marketing
Creating Customer Value
Consumer-Focused Business Models
Chapter 4 Business Models and Strategies The B2B Space
Applications in Both Horizontal and Vertical Markets
Enterprise-Focused Business Models
Public, Consortia, Auction-Based
Emerging Models including M2M and P2P
(and more...)

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