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Summary
Summary
Designed to bridge the gap between the science of e-Business marketing and its practice, this text provides a conceptual framework that's complemented with applications. It is useful for undergraduate courses in Marketing on the Internet and undergraduate/MBA courses in e-commerce and e-Business Foundations.
Author Notes
Terri Albert, Ph.D., is an Assistant Professor of Marketing at the University of Hartford. Prior to joining the University of Hartford in 2000, Dr. Albert was an Assistant Professor at the University of Connecticut for three years. Prior to beginning her academic career, she spent several years in financial services marketing, particularly focused on leveraging technology for the delivery of services. She received her undergraduate education from the University of Maryland, and her masters degree and Ph.D. from the University of Southern California.
Dr. Albert's teaching portfolio encompasses digital marketing, services marketing, marketing research, and integrated marketing communications (graduate and undergraduate courses). In addition, she co-developed an e-business certificate program. She is a faculty fellow at the GE Capital Edgelab in Stamford, Connecticut, where she works on student and business teams developing digitized practices and processes.
Dr. Albert's research interests are in the areas of technology adoption across diverse groups (comparisons across sub-populations of the industrial and consumer markets). Her research has been published in both academic and industry publications.
William B. Sanders, Ph.D., is a Professor in the Interactive Information Technology program at the-University of Hartford. He has been involved in several business enterprises, including Microbotics (creating software and interfaces for robots), Briefcase Software (producing digital interrogatories for attorneys), and Sandlight Productions (book and software marketing and production) where technology and marketing were never a separate entity. He is best known for more than 35 books in computer-related areas and is actively involved in software testing and development for major software firms. His undergraduate and doctoral degrees are from the University of California, Santa Barbara, and his masters degree is from San Francisco State University.
He is currently involved in teaching courses where human-computer interactions are examined as a social-psychological entity enabled through Internet technology at speeds never before available to the consumer. His research interests currently lie in finding how humans maximize social interaction over the Internet and how to use this knowledge to create improved interfaces between computers and humans.
Table of Contents
Preface | p. xi |
Section I Introduction | p. 1 |
Chapter 1 Overview of E-Business Marketing | p. 1 |
Components of E-Business | p. 2 |
E-Business Marketing Concept Overview | p. 5 |
Process to Create and Deliver Goods, Services, and Ideas | p. 6 |
Valuable Exchange Process | p. 7 |
Multiple Group Involvement | p. 8 |
Definition of E-Business Marketing | p. 10 |
Is History Repeating Itself? | p. 11 |
New Technologies Have Fast Adaptation Rates | p. 12 |
Understanding Technology and Technology Personnel | p. 13 |
IT Departmental Orientation and Goals | p. 13 |
Collecting Your Knowledge: A Review | p. 15 |
Chapter 2 The Marketing Mix | p. 17 |
Marketing Mix Review | p. 17 |
The Transformation of the Marketing Mix | p. 18 |
The Internet's Impact on the Marketing Mix | p. 19 |
Business-to-Consumer Marketplace | p. 20 |
B2C and Traditional Distribution | p. 21 |
Business-to-Business Marketplace | p. 24 |
Ranged Marketing | p. 25 |
Complexity Theory | p. 26 |
Fuzzy Logic | p. 26 |
Elements of Ranged Marketing | p. 27 |
The Key Role of Change | p. 27 |
The Role of Ranged Marketing | p. 27 |
Collecting Your Knowledge: A Review | p. 28 |
Chapter 3 The Value Bubble | p. 30 |
Five Elements of the Value Bubble | p. 32 |
Applying the Value Bubble | p. 32 |
Attracting (Building Traffic) | p. 32 |
Engaging (Building Loyalty) | p. 36 |
Retaining (Strengthening the Relationship) | p. 37 |
Learning (Building the Database) | p. 41 |
Relating (Data-Driven Interactions) | p. 42 |
Business-to-Business Value Bubble Adaptations | p. 43 |
Collecting Your Knowledge: A Review | p. 45 |
Chapter 4 A Communication Model for the Online Environment | p. 47 |
The Communication Process Model | p. 47 |
The Adapted Communication Model for E-Business Marketing | p. 49 |
Message Research Model | p. 52 |
PACT Principle 1 | p. 52 |
PACT Principle 2 | p. 53 |
PACT Principle 3 | p. 54 |
PACT Principle 4 | p. 55 |
PACT Principle 5 | p. 55 |
PACT Principle 6 | p. 56 |
PACT Principle 7 | p. 56 |
PACT Principle 8 | p. 57 |
PACT Principle 9 | p. 57 |
A Sample Message Research Model | p. 57 |
Collecting Your Knowledge: A Review | p. 63 |
Section II Cases | p. 65 |
Chapter 5 Case Study 1 | p. 65 |
Company 1 Overview | p. 65 |
E-Business Marketing Goal or Strategy | p. 66 |
Stage I Reorganizing the Company Toward IMC Strategy | p. 68 |
Stage II Understanding the Competitive Environment | p. 69 |
Stage III Brand Decision-Making | p. 69 |
Stage IV Enhancing Brand Position Within the Marketplace | p. 69 |
Primary Stakeholders | p. 70 |
Value Bubble | p. 70 |
Attracting | p. 70 |
Engaging | p. 73 |
Retaining | p. 74 |
Learning | p. 75 |
Relating | p. 76 |
Collecting Your Knowledge: A Review | p. 77 |
Chapter 6 Case Study 2 | p. 79 |
Company 2 Overview | p. 79 |
E-Business Marketing Goal or Strategy | p. 81 |
Primary Stakeholders | p. 84 |
Value Bubble | p. 84 |
Value Bubble Technologies | p. 84 |
Attracting | p. 84 |
Engaging | p. 87 |
Retaining | p. 87 |
Learning | p. 88 |
Relating | p. 89 |
Collecting Your Knowledge: A Review | p. 89 |
Chapter 7 Case Study 3 | p. 91 |
Company Overview | p. 91 |
Business Mission | p. 93 |
E-Business Marketing Goal or Strategy | p. 94 |
Primary Stakeholders | p. 96 |
Value Bubble | p. 96 |
Value Bubble Technologies | p. 96 |
Attracting | p. 97 |
Engaging | p. 99 |
Retaining | p. 100 |
Learning | p. 102 |
Relating | p. 102 |
Collecting Your Knowledge: A Review | p. 103 |
Chapter 8 Case Study 4 | p. 105 |
Company Overview | p. 105 |
E-Business Marketing Goal or Strategy | p. 106 |
Primary Stakeholders | p. 110 |
Value Bubble | p. 110 |
Value Bubble Technologies | p. 110 |
Attracting | p. 112 |
Engaging | p. 113 |
Retaining | p. 114 |
Learning | p. 115 |
Collecting Your Knowledge: A Review | p. 116 |
Chapter 9 Case Study 5 | p. 118 |
Company Overview | p. 119 |
E-Business Marketing Goal or Strategy | p. 120 |
Primary Stakeholders | p. 124 |
Value Bubble | p. 124 |
Value Bubble Technologies | p. 124 |
Attracting | p. 125 |
Engaging | p. 126 |
Retaining | p. 128 |
Learning | p. 128 |
Relating | p. 129 |
Collecting Your Knowledge: A Review | p. 129 |
Chapter 10 Case Study 6 | p. 131 |
Company Overview | p. 131 |
E-Business Marketing Goal or Strategy | p. 134 |
Primary Stakeholders | p. 136 |
Value Bubble | p. 137 |
Value Bubble Technologies | p. 138 |
Attracting | p. 138 |
Engaging | p. 140 |
Retaining | p. 141 |
Learning | p. 142 |
Relating | p. 142 |
Collecting Your Knowledge: A Review | p. 143 |
Chapter 11 Case Study 7 | p. 145 |
Company Overview | p. 146 |
E-Business Marketing Goal or Strategy | p. 148 |
Primary Stakeholders | p. 150 |
Value Bubble | p. 150 |
Value Bubble Technologies | p. 150 |
Engaging | p. 151 |
Retaining | p. 153 |
Learning | p. 154 |
Collecting Your Knowledge: A Review | p. 155 |
Chapter 12 Case Study 8 | p. 157 |
Company Overview | p. 157 |
E-Business Marketing Goal or Strategy | p. 159 |
Primary Stakeholders | p. 164 |
Value Bubble | p. 164 |
Site Technology and Value Bubble Instances | p. 164 |
Attracting | p. 166 |
Engaging | p. 166 |
Retaining | p. 167 |
Learning | p. 168 |
Relating | p. 168 |
Collecting Your Knowledge: A Review | p. 169 |
Section III Evaluation Methodology and Research in E-Commerce | p. 171 |
Chapter 13 Case Study Analysis | p. 171 |
Overview of Customerization Model | p. 171 |
Outcome 1. Developing or Deepening Customer Relationship | p. 172 |
Outcome 2. Transitioning Experience-Based Decisions | p. 173 |
Outcome 3. Customizing the Interaction | p. 174 |
Outcome 4. Co-Develop Products and Services | p. 174 |
Outcome 5. Premium Pricing Acceptance | p. 175 |
Outcome 6. Interactive Information Exchange | p. 175 |
Outcome 7. Distribution Channel Choice | p. 176 |
Outcome 8. Personal Brands | p. 176 |
Applying Customerization to the Case Study Companies | p. 178 |
Technical Analysis | p. 178 |
HTML | p. 178 |
JavaScript and Cascading Style Sheets | p. 180 |
Middleware | p. 180 |
Compiled Code | p. 181 |
Databases | p. 181 |
How Selected Internet Technology Interfaces with Organizational Goals | p. 181 |
Technology of Relationship-Building | p. 182 |
Technology and Experience-Based Decisions | p. 183 |
Technology for Customizing the Interaction | p. 183 |
Technology in Co-Developing Products and Services | p. 184 |
Technology and Premium Pricing Acceptance | p. 184 |
Technology and Interactive Information Exchange | p. 185 |
Technology and Distribution Channel Choice | p. 185 |
Technology and Personal Brands | p. 185 |
Collecting Your Knowledge: A Review | p. 186 |
Chapter 14 Researching E-Business | p. 188 |
The Research Process | p. 188 |
Step 1. Defining the Business Opportunity, Problem, or Challenge | p. 188 |
Step 2. Developing the Research Plan | p. 190 |
Step 3. Collecting the Information | p. 192 |
Step 4. Analyzing the Data | p. 192 |
Step 5. Actions | p. 193 |
Collecting Your Knowledge: A Review | p. 196 |
Bibliography | p. 199 |
Index | p. 203 |