Cybermarketing: how to use the superhighway to market your products and services

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ KL	30000005000082	HF5415.1265 B52 1996	Open Access Book	Advance Management	Searching... Unknown
Searching... Razak School	30000003466103	HF5415.1265 B52 1996	Open Access Book	Book	Searching... Unknown

There are many 'How to' books on the Internet. Yet there is nothing for marketers who need a no-nonsense structured guide to using the Internet for marketing. With a minimum of jargon and computer gobbledegook, Cybermarketing shows *How you can use the Net for market research *How you can build the resources of the Net into your marketing plans *How to exploit the Net as a marketing channel

Cybermarketing shows how the Internet can support you through the marketing process from the market research stage, all the way through to the execution of the marketing plan. It demonstrates how you can map existing marketing principles onto use and exploitation of the Internet. Cybermarketing is the only UK book on the subject to have its own site on the Internet, where you will find examples of good practice, updates and further tips from the authors and practical advice on where to go next.

Author Notes

Pauline and Matthew Bickerton run their own marketing consultancy which specialises in putting organisations onto the Net.
Professor Upkar Pardesi is Dean of the University of Central England Business School.

Read this first	p. xi
1 Marketing with the Superhighway	p. 1
Introduction	p. 1
Marketing	p. 1
Section 1 p. 3
1.1 The purpose of any business	p. 3
1.2 What is marketing?	p. 4
Competition and the need for differential advantage	p. 11
Section 2 p. 13
The marketing process	p. 13
1. Environmental analysis	p. 13
2. Marketing strategies	p. 15
3. Marketing organisation and control	p. 16
The structure of the book	p. 17
Conclusion	p. 20
Checklist	p. 21
What next?	p. 21
References	p. 22
2 Finding out about your world and your market	p. 23
Know your market as yourself	p. 24
Market demand	p. 24
Implications of this for the marketer	p. 25
The effect of 'lifestyle'	p. 26
Political and legal forces	p. 27
Assessing social and ethical influences	p. 28
Sizing up the competition	p. 29
The impact of technology	p. 30
Assessing the physical environment	p. 33
How the Superhighway can make monitoring the environment easier?	p. 34
Conclusion	p. 34
Checklist	p. 35
References	p. 35
What next?	p. 35
3 Researching your markets on the Superhighway	p. 36
Marketing research	p. 37
1. Research on markets	p. 38
2. Research on products and services	p. 38
3. Research on marketing policy and strategy	p. 39
4. Research on advertising	p. 39
5. Other possible areas	p. 39
Where do I start?	p. 41
Secondary sources	p. 41
Primary sources	p. 54
Conclusion	p. 61
Checklist	p. 62
What next?	p. 62
References	p. 63
4 Building your information system	p. 64
The need for information	p. 64
Disseminating information	p. 64
Management information system	p. 65
A Marketing Information System (MkIS)	p. 67
The Internet as a Marketing Information System (MkIS)	p. 68
The design of a MkIS	p. 70
1. External and environmental intelligence	p. 70
2. Internal control	p. 71
3. Policy decisions	p. 71
Results of our survey conducted on the Internet	p. 73
The Internet as an internal communication tool	p. 74
Conclusion	p. 76
Checklist	p. 76
What next?	p. 77
References	p. 77
5 Establishing your global niche -- segmentation critical to success	p. 78
5.1 What is segmentation?	p. 78
Supposedly uniform markets	p. 79
Different needs and characteristics of the customers	p. 79
Criteria for successful segmentation	p. 80
5.2 How can I segment the Superhighway?	p. 81
1. Geographic segmentation	p. 81
2. Demographic segmentation	p. 83
3. Psychographic segmentation	p. 85
4. Behaviour segmentation	p. 87
5.3 How can I use the Superhighway to segment my market?	p. 96
5.4 Is there a match between the Superhighway segmentation and my own?	p. 98
Conclusion	p. 99
Checklist	p. 99
What next?	p. 100
6 Exploiting your global niche -- the best marketing mix	p. 101
Product re-planning	p. 102
Is your target audience currently buying your type of product on the Superhighway?	p. 102
How do I adapt my product for on-line shopping?	p. 103
Product development	p. 109
Product re-planning in summary	p. 113
Pricing	p. 113
Price objectives	p. 115
Methods of determining price	p. 116
Pricing strategy	p. 119
Price constraints	p. 121
Pricing in summary	p. 121
Place	p. 122
Channels of distribution	p. 123
Channel systems	p. 123
Direct sales	p. 124
What about on-line ordering - is it popular and secure?	p. 125
Agents and brokers	p. 125
Retailers	p. 126
Wholesalers and bulk distribution	p. 127
Where the Superhighway doesn't threaten wholesalers and retailers	p. 127
Franchising	p. 127
Selecting channels of distribution and strategy	p. 128
Place in summary	p. 131
Conclusion	p. 132
Checklist for exploiting your niche market	p. 132
What next?	p. 132
7 Promoting yourself on-line	p. 133
What is promotion?	p. 134
Advertising, sales promotion and merchandising	p. 137
Advertising	p. 137
How advertising works	p. 137
Setting advertising objectives	p. 140
Media decisions	p. 141
The use of Superhighway as an advertising medium	p. 143
Where is the Superhighway today?	p. 143
Why is the Internet a different advertising medium?	p. 144
Putting your company on the SuperHighway	p. 146
Integrating your advertising in Cyberspace with that in the real world	p. 167
Concentration	p. 168
Domination	p. 168
Repetition	p. 168
Merchandising	p. 169
1. Your company in Cyberspace	p. 170
2. Corporate identity	p. 170
3. Product display and packaging	p. 171
Full use of customer traffic flow	p. 171
Full use of product packaging	p. 173
Price advantage clearly visible	p. 174
Product accessible to all potential customers	p. 175
Available technical and other sales support	p. 175
Point-of-sale material	p. 175
Sales promotion	p. 176
Publicity and PR	p. 180
Direct marketing	p. 181
How do I build up my direct marketing database?	p. 182
What do I do with my long list of e-mails now that I have collected them?	p. 184
Why use direct marketing on the Internet?	p. 185
Personal selling	p. 186
Conclusion	p. 189
Checklist	p. 190
What next?	p. 191
References	p. 191
8 Producing your promotional materials in Cyberspace	p. 192
How do you go about it?	p. 194
1. Getting ready to go live	p. 194
2. Designing your site	p. 196
General rules for all Internet sites	p. 197
2.1 Use graphics to give your reader something	p. 197
2.2 Use exciting copy	p. 198
2.3 Enable people to respond and interact with you	p. 200
2.4 Prove your credibility	p. 201
2.5 Don't expect too much from your Internet reader	p. 201
2.6 Enable your customer to respond to you	p. 202
2.7 Ensure the consistent quality of your web-site	p. 202
2.8 Guide your reader around the site	p. 204
2.9 Provide added value to your reader by providing links	p. 205
2.10 Provide the customer with some other helpful information	p. 206
2.11 Market test, market test and last of all market test	p. 207
3. Launching your site	p. 207
4. Keeping it going	p. 208
Conclusion	p. 209
Checklist	p. 210
What next?	p. 210
9 Integrating the Superhighway into everyday marketing	p. 211
1. Sourcing your suppliers	p. 211
1.1 Using the Superhighway for supplier tendering	p. 211
1.2 Using the Superhighway to find a selection of suppliers	p. 212
2. Developing yourself and your team	p. 212
3. Expanding your team	p. 214
4. Improving your personal and team's communication	p. 214
5. Keeping ahead of the game	p. 215
6. Implementing remote working to improve team productivity and customer service	p. 215
Conclusion	p. 216
Checklist	p. 216
What next?	p. 217
10 Where is this all taking us?	p. 218
What will happen next?	p. 219
Conclusion	p. 221
References	p. 222
Appendix 1 What is the Superhighway -- give me the background	p. 223
Appendix 2 Get me onto the Superhighway	p. 225
Appendix 3 Tell me about e-mail accounts	p. 230
Appendix 4 Tell me things I need to know -- Netiquette	p. 235
Appendix 5 How do I search for things?	p. 237
Appendix 6 Technical information you might want/need to know about the Superhighway	p. 243
Appendix 7 News groups	p. 248
Index	p. 303

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Author Notes

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