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Summary
Summary
Places depend on their reputations for almost everything in the modern world: tourism, foreign investment, the respect and interest of the international media, attracting talented immigrants and students, cultural exchanges, engaging peacefully and productively with the governments of other places. But what can actually be done to understand and measure the reputations of places, and even to influence them? Are they simply 'brand images' like the images of products, that can be influenced at will by the tricks and techniques of commercial marketing? Or are they, as Simon Anholt argues, deeply rooted cultural phenomena that move -- if they move at all -- very slowly, and only in response to major events and changes in the places themselves? This new collection of essays by the 'father of place branding', Simon Anholt, reveals compelling and essential new thinking on the nature of national reputation.
Author Notes
Dave Chaffey is a lecturer on e-marketing courses at Cranfield and Warwick Universities and the Institute of Direct Marketing
Fiona Ellis-Chadwick is a lecturer in Marketing at the Business School at Loughborough University
Richard Mayer is a Senior Lecturer in Marketing at the University of Derby
Kevin Johnston is a Senior Lecturer at Liverpool John Moores University
Table of Contents
Preface | p. xiii |
Guided tour | p. xxii |
About the authors | p. xxv |
Acknowledgements | p. xxvi |
Part 1 Internet Marketing Fundamentals | |
1 An introduction to Internet marketing | p. 3 |
Learning objectives / Questions for marketers / Links to other chapters | p. 3 |
Introduction - how significant is the Internet for marketing? | p. 4 |
Marketing applications of lnternet marketing | p. 5 |
Our changing media consumption | p. 6 |
Our changing buyer behaviour | p. 7 |
What is Internet marketing? | p. 8 |
E-marketing defined | p. 9 |
Digital marketing defined | p. 10 |
E-commerce and e-business defined | p. 11 |
E-business defined | p. 11 |
Business or consumer model? | p. 12 |
What benefits does the Internet provide for the marketer? | p. 14 |
A strategic approach to Internet marketing | p. 18 |
How do Internet marketing communications differ from traditional marketing communications? | p. 20 |
A short introduction to Internet technology | p. 26 |
How does the Internet work? | p. 27 |
From the Internet to intranets and extranets | p. 32 |
Case Study 1 eBay thrives in the global marketplace | p. 33 |
Summary | p. 37 |
Exercises | p. 38 |
Self-assessment exercises | p. 38 |
Essay and discussion questions | p. 38 |
Examination questions | p. 38 |
References | p. 39 |
Further reading | p. 39 |
Web links | p. 40 |
2 The Internet micro-environment | p. 41 |
Learning objectives / Questions for marketers / Links to other chapters | p. 41 |
Introduction | p. 42 |
Different environment components | p. 43 |
Marketplace | p. 45 |
Competitive forces | p. 46 |
Value creation and value chain analysis | p. 49 |
New channel structures | p. 53 |
Location of trading in marketplace | p. 57 |
Commercial arrangement for transactions | p. 58 |
Business models in e-commerce | p. 59 |
Revenue models | p. 61 |
Customers | p. 61 |
Assessing demand for e-commerce services | p. 62 |
Online demand for business services | p. 72 |
Online buyer behaviour | p. 74 |
Customer persona and scenario analysis | p. 75 |
Multi-channel customer experiences | p. 77 |
Models of online buyer behaviour | p. 78 |
Competitors | p. 85 |
Suppliers | p. 86 |
Intermediaries | p. 86 |
Case Study 2 Zopa launches a new lending model | p. 90 |
Summary | p. 92 |
Exercises | p. 93 |
Self-assessment exercises | p. 93 |
Essay and discussion questions | p. 93 |
Examination questions | p. 94 |
References | p. 94 |
Further reading | p. 96 |
Web links | p. 96 |
3 The Internet macro-environment | p. 97 |
Learning objectives / Questions for marketers / Links to other chapters | p. 97 |
Introduction | p. 98 |
Social factors | p. 99 |
Social exclusion | p. 100 |
Legal and ethical issues of Internet usage | p. 101 |
Privacy legislation | p. 101 |
Other e-commerce legislation | p. 113 |
Technological factors | p. 116 |
Alternative digital technologies | p. 120 |
Digital radio | p. 129 |
Security | p. 131 |
Economic factors | p. 136 |
Globalisation | p. 137 |
Political factors | p. 138 |
Internet governance | p. 139 |
Taxation | p. 140 |
Tax jurisdiction | p. 140 |
Case Study 3 Boo hoo - learning from the largest European dot-com failure | p. 141 |
Summary | p. 144 |
Exercises | p. 144 |
Self-assessment exercises | p. 144 |
Essay and discussion questions | p. 144 |
Examination questions | p. 145 |
References | p. 145 |
Further reading | p. 146 |
Web links | p. 147 |
Part 2 Internet Strategy Development | |
4 Internet marketing strategy | p. 151 |
Learning objectives / Questions for marketers / Links to other chapters | p. 151 |
Introduction | p. 152 |
Internet strategy is a channel marketing strategy | p. 152 |
The scope of Internet marketing strategy | p. 153 |
An integrated Internet marketing strategy | p. 154 |
Is a separate Internet marketing plan needed? | p. 154 |
A generic strategic approach | p. 157 |
Situation review | p. 160 |
Internal audit or analysis | p. 160 |
External audits or analysis | p. 166 |
Strategic goal setting | p. 168 |
Frameworks for objective setting | p. 172 |
Strategy formulation | p. 174 |
Decision 1 Market and product development strategies | p. 176 |
Decision 2 Business and revenue models strategies | p. 179 |
Decision 3 Target marketing strategy | p. 180 |
Decision 4 Positioning and differentiation strategy (including the marketing mix) | p. 185 |
Decision 5 Multi-channel distribution strategy | p. 191 |
Decision 6 Multi-channel communications strategy | p. 194 |
Decision 7 Online communications mix and budget | p. 196 |
Decision 8 Organisational capabilities (7S) | p. 197 |
Strategy implementation | p. 204 |
Case Study 4 Tesco.com uses the Internet to support its diversification strategy | p. 207 |
Summary | p. 209 |
Exercises | p. 210 |
Self-assessment exercises | p. 210 |
Essay and discussion questions | p. 210 |
Examination questions | p. 211 |
References | p. 211 |
Further reading | p. 213 |
Web links | p. 213 |
5 The Internet and the marketing mix | p. 214 |
Learning objectives / Questions for marketers / Links to other chapters | p. 214 |
Introduction | p. 215 |
Product | p. 217 |
The long tail concept | p. 223 |
The Internet and branding | p. 224 |
The importance of brand online | p. 229 |
Price | p. 231 |
1 Increased price transparency | p. 231 |
2 Downward pressure on price | p. 233 |
3 New pricing approaches (including auctions) | p. 235 |
4 Alternative pricing structure or policies | p. 237 |
Place | p. 237 |
1 Place of purchase | p. 238 |
2 New channel structures | p. 240 |
3 Channel conflicts | p. 240 |
4 Virtual organisations | p. 242 |
Promotion | p. 243 |
People, process and physical evidence | p. 245 |
People | p. 245 |
Process | p. 248 |
Physical evidence | p. 248 |
Case Study 5 The re-launched Napster changes the music marketing mix | p. 248 |
Summary | p. 251 |
Exercises | p. 252 |
Self-assessment exercises | p. 252 |
Essay and discussion questions | p. 252 |
Examination questions | p. 252 |
References | p. 253 |
Further reading | p. 255 |
Web links | p. 255 |
6 Relationship marketing using the Internet | p. 256 |
Learning objectives / Questions for marketers / Links to other chapters | p. 256 |
Introduction | p. 257 |
Key concepts of relationship marketing | p. 258 |
Benefits of relationship marketing | p. 258 |
Differentiating customers by value | p. 260 |
Key concepts of electronic customer relationship management (e-CRM) | p. 262 |
Benefits of e-CRM | p. 263 |
Marketing applications of CRM | p. 264 |
CRM technologies and data | p. 264 |
Customer lifecycle management | p. 267 |
Permission marketing | p. 268 |
Personalisation and mass customisation | p. 270 |
Online and multi-channel service quality | p. 272 |
Approaches to implementing e-CRM | p. 272 |
Stage 1 Attract new and existing customers to site | p. 273 |
Stage 2a Incentivise visitors to action | p. 273 |
Stage 2b Capture customer information to maintain relationship | p. 273 |
Stage 3 Maintain dialogue using online communication | p. 275 |
Stage 4 Maintain dialogue using offline communication | p. 276 |
The IDIC approach to relationship building | p. 277 |
Techniques for managing customer activity and value | p. 278 |
Lifetime value modelling | p. 278 |
Loyalty schemes | p. 286 |
Virtual communities | p. 288 |
Customer experience - the missing element required for customer loyalty | p. 290 |
Case Study 6 Boots mine diamonds in their customer data | p. 291 |
Summary | p. 293 |
Exercises | p. 294 |
Self-assessment exercises | p. 294 |
Essay and discussion questions | p. 294 |
Examination questions | p. 294 |
References | p. 295 |
Further reading | p. 296 |
Web links | p. 296 |
Part 3 Internet Marketing: Implementation and Practice | |
7 Delivering the online customer experience | p. 301 |
Learning objectives / Questions for marketers / Links to other chapters | p. 301 |
Introduction | p. 302 |
Planning web site design and build | p. 304 |
Who is involved in a web site project? | p. 306 |
Web site prototyping | p. 308 |
Initiation of the web site project | p. 309 |
Domain name registration | p. 309 |
Selecting an Internet service provider (ISP) | p. 310 |
Researching site users' requirements | p. 312 |
Usability | p. 312 |
Web accessibility | p. 314 |
Localisation | p. 317 |
Reviewing competitors' web sites | p. 317 |
Designing the information architecture | p. 318 |
Designing the user experience | p. 322 |
Developing customer-oriented content | p. 323 |
Marketing-led site design | p. 324 |
Elements of site design | p. 324 |
Site design and structure | p. 324 |
Page design | p. 332 |
Content design | p. 332 |
Development and testing of content | p. 334 |
Testing content | p. 334 |
Tools for web site development and testing | p. 334 |
Promote site | p. 335 |
Service quality | p. 335 |
Tangibles | p. 336 |
Reliability | p. 337 |
Responsiveness | p. 337 |
Assurance | p. 338 |
Empathy | p. 338 |
The relationship between service quality, customer satisfaction and loyalty | p. 339 |
Case Study 7 Refining the online customer experience at dabs.com | p. 341 |
Summary | p. 343 |
Exercises | p. 344 |
Self-assessment exercises | p. 344 |
Essay and discussion questions | p. 345 |
Examination questions | p. 345 |
References | p. 345 |
Further reading | p. 347 |
Web links | p. 347 |
8 Interactive marketing communications | p. 348 |
Learning objectives / Questions for marketers / Links to other chapters | p. 348 |
Introduction | p. 349 |
The characteristics of interactive marketing communications | p. 350 |
Differences in advertising between traditional and digital media | p. 354 |
Integrated Internet marketing communications | p. 357 |
Integration through time | p. 360 |
Campaign response mechanics | p. 362 |
Objectives and measurement for interactive marketing communications | p. 363 |
Conversion marketing objectives | p. 365 |
Timescales for objective setting | p. 366 |
Campaign cost objectives | p. 367 |
Offline promotion techniques | p. 370 |
Advantages and disadvantages of using offline communications to support e-commerce | p. 371 |
Incidental and specific advertising of the online presence | p. 371 |
Public relations | p. 372 |
Direct marketing | p. 372 |
Other physical reminders | p. 372 |
Word of mouth | p. 373 |
Online promotion techniques | p. 373 |
1 Search engine marketing | p. 373 |
a Search engine optimisation (SEO) | p. 376 |
b Pay-per-click (PPC) search marketing | p. 381 |
c Trusted feed | p. 383 |
2 Online PR | p. 384 |
What is PR? | p. 384 |
What is online PR? | p. 385 |
Differences between online PR and traditional PR | p. 385 |
Online PR activities | p. 386 |
3 Online partnerships | p. 388 |
a Affiliate marketing | p. 388 |
b Online sponsorship | p. 390 |
4 Interactive advertising | p. 391 |
Fundamentals of online advertising | p. 391 |
The purpose of interactive advertising | p. 392 |
Measurement of interactive ad effectiveness | p. 393 |
Interactive ad targeting options | p. 393 |
Interactive ad formats | p. 394 |
Making banner advertising work | p. 395 |
Buying advertising | p. 395 |
5 E-mail marketing | p. 397 |
Opt-in e-mail options for customer acquisition | p. 398 |
Opt-in e-mail options for prospect conversion and customer retention (house list) | p. 398 |
E-mail marketing success factors | p. 399 |
Managing inbound e-mail communications | p. 400 |
6 Viral marketing | p. 400 |
On-site promotional techniques | p. 402 |
Selecting the optimal communications mix | p. 403 |
Case Study 8 Making FMCG brands sizzle online | p. 407 |
Summary | p. 409 |
Exercises | p. 410 |
Self-assessment exercises | p. 410 |
Essay and discussion questions | p. 411 |
Examination questions | p. 411 |
References | p. 411 |
Further reading | p. 413 |
Web links | p. 413 |
9 Maintaining and monitoring the online presence | p. 415 |
Learning objectives / Questions for marketers / Links to other chapters | p. 415 |
Introduction | p. 416 |
Performance management for Internet marketing | p. 417 |
Stage 1 Creating a performance management system | p. 418 |
Stage 2 Defining the performance metrics framework | p. 420 |
Stage 3 Tools and techniques for collecting metrics and summarising results | p. 424 |
The maintenance process | p. 433 |
How often should material be updated? | p. 434 |
Responsibilities in web site maintenance | p. 435 |
Who owns the process? | p. 435 |
Who owns the content? | p. 438 |
Who owns the format? | p. 438 |
Who owns the technology? | p. 438 |
Content management | p. 440 |
Case Study 9 Learning from Amazon's culture of metrics | p. 441 |
Summary | p. 446 |
Exercises | p. 447 |
Self-assessment exercises | p. 447 |
Essay and discussion questions | p. 448 |
Examination questions | p. 448 |
References | p. 448 |
Further reading | p. 449 |
Web links | p. 449 |
10 Business-to-consumer internet marketing | p. 451 |
Learning objectives / Questions for marketers / Links to other chapters | p. 451 |
Introduction | p. 452 |
Key themes and concepts | p. 452 |
Online customers | p. 453 |
Who are the online customers? | p. 453 |
Online customers' expectations and motivations | p. 457 |
E-retailing | p. 462 |
Development of e-retailing | p. 462 |
E-retailing: the virtual channel | p. 467 |
E-retail activities | p. 467 |
Information functions | p. 467 |
Interactive functions | p. 468 |
Who are the e-retailers and what are they selling? | p. 469 |
Implications for e-retail marketing strategy | p. 472 |
Case Study 10 lastminute.com: establishing and maintaining a competitive position | p. 478 |
Summary | p. 480 |
Exercises | p. 481 |
Self-assessment exercises | p. 481 |
Essay and discussion questions | p. 481 |
Examination questions | p. 481 |
References | p. 481 |
Further reading | p. 483 |
Web links | p. 483 |
11 Business-to-business Internet marketing | p. 484 |
Learning objectives / Questions for marketers / Links to other chapters | p. 484 |
Introduction | p. 485 |
Key themes and concepts | p. 485 |
B2B e-context | p. 486 |
Online environment analysis | p. 486 |
Commercial exchanges in B2B markets | p. 493 |
The electronic marketplace | p. 493 |
How organisations are using Internet technologies | p. 495 |
Trading relationships in B2B markets | p. 501 |
The exchange process | p. 502 |
The buying function | p. 502 |
Trading partnerships | p. 503 |
Digital marketing strategies | p. 504 |
Case Study 11 Growth, volume and dispersion of electronic markets | p. 506 |
Summary | p. 510 |
Exercises | p. 511 |
Self-assessment exercises | p. 511 |
Essay and discussion question | p. 511 |
Examination question | p. 511 |
References | p. 511 |
Further reading | p. 513 |
Web links | p. 513 |
Glossary | p. 514 |
Index | p. 534 |