Cybermarketing how to use the Internet to market your goods and services
'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...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
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Oxford ; Boston :
Butterworth-Heinemann
2000.
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| Edición: | 2nd ed |
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| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627846406719 |
Tabla de Contenidos:
- Cybermarketing: How to use the Internet to market your goods and services; Copyright; Contents; Acknowledgements; Read this first!; Focus on the customer; Why the net gives the consumer more power; Why has the Internet been so successful?; Who benefits?; Ongoing support - the Cybermarketing website; Conclusion; References; Chapter 1 Marketing with the Internet; Who is this book for?; Introduction to marketing; Section 1 What is marketing?; The purpose of any business; What is marketing?; Competition and the need for differential advantage; Section 2 An overview of the marketing process
- 1. Environmental analysis2. Marketing strategies; 3. Marketing organization and control; The structure of the book; Conclusion; Checklist; What next?; References; Chapter 2 Finding out about your world and your market; Know your market as yourself; Demand; Political and legal factors; Social and ethical factors; Competition; The impact of technology; Assessing the physical environment; How the Internet makes monitoring the business environment easier; Conclusion; Checklist; References; What next?; Chapter 3 Researching your markets on the Internet; The importance of market research
- What is marketing research?Research on markets; Research on products and services; Research on marketing policy and strategy; Research on advertising; Other possible areas; Where do I start my online marketing research?; Secondary sources; Secondary sources of information for industrial products; Primary sources; Conclusion; Checklist; What next?; References; Where to go if you want to find out more; Chapter 4 Making your information system work; What is an intranet?; What sort of organizations should develop intranets?; The intranet as an internal communication tool; Two security tips
- The structure of a management information systemThe marketing information system (MkIS); The design of an MkIS; Using an intranet to create a dynamic marketing information system; Conclusion; Checklist; What next?; References; Chapter 5 Segmentation - establishing a niche in the global market; What is segmentation?; Supposedly uniform markets; Different needs and characteristics of the customers; Criteria for successful segmentation; Channel choice - will the Internet reach your target market segment?; The pattern of Internet use is changing; What we know now about Internet usage
- How can the Internet help me identify segments in my market?Consumer marketing; Business-to-business marketing; Gap analysis or niche marketing; How do I decide whether to use the Internet to reach my target segment?; Conclusion; Checklist; What next?; Chapter 6 Exploiting your global niche - the best marketing mix; Product; How do I adapt my product to succeed online?; Principles for new products on the net; Using the net to support new product development; Product re-planning in summary; Pricing; Why pricing on the Internet is difficult; Prices for 'bits' versus 'atoms'; Pricing objectives
- Business models
