Cyberstrategy : business strategy for extranets, intranets and the internet

This book follows Bickerton's successful Cybermarketing which advised marketing managers on how to create a site and start using the net to sell products and services. The new book offers advice at the next level up to senior executives/directors about using nets as part of a corporate communications and marketing strategy. technologies within an organization as both a private and public communication channel. It is designed to show senior executives how to use the technology in a range of activities from straight selling through to sophisticated corporate communications. To demonstrate how to integrate nets with broader marketing strategy the key features of this book are: Internet, Extranets and Intranets. The authors have created a matrix showing the features of each, and the potential linkages between them, to demonstrate how to use them individually or in a mix. the technology rather than getting bogged down in it. chapter so that real campaigns can be put together from the book.

Author Notes

Pauline Bickerton is Chairman of MarketingNet, one of the leading internet marketing and consultancy companies in the UK today. Her masters degree in business management systems from Warwick Business School is matched with twelve years' experience in marketing and IT.
Matthew Bickerton is Managing Director of MarketingNet. He has two masters degrees in IT and systems development, lectured at Oxford University and has fifteen years' experience in software development, business planning and senior management in blue chip organizations.
Kate Simpson-Holley graduated in English from Cambridge and is a Senior Account Manager with MarketingNet. She has first-hand experience of managing the development of ongoing internet-based projects within a variety of blue chip companies.

Acknowledgements	p. vii
1 Introduction	p. 1
Where should your organization invest? Internet, Extranet or Intranet?	p. 1
2 The cyberstrategy model	p. 4
Bridging the gap between marketing and IT through strategic planning	p. 4
What is the business case for Internets?	p. 8
What is the business case for Extranets?	p. 10
What is the business case for Intranets?	p. 15
What next?	p. 16
Conclusion	p. 16
On the Internet	p. 19
3 Your Internet strategy	p. 20
Assessing the business case	p. 23
Assessing your marketing objectives	p. 32
Your Internet mission statement	p. 32
Cost-benefit analysis of Internet development	p. 35
The business case for integrating the Internet within your organization	p. 37
What are your competitors doing?	p. 46
What do your customers want from you on the Internet?	p. 49
Implementation	p. 54
What next?	p. 88
Conclusion	p. 90
On the Internet	p. 92
4 Your Extranet strategy	p. 93
How critical are Extranets to your organization?	p. 95
Assessing the business case	p. 115
Implementation	p. 115
What next?	p. 118
Conclusion	p. 119
On the Internet	p. 119
References	p. 120
5 Your Intranet strategy	p. 121
The political minefield	p. 122
Assessing the business case	p. 129
Implementation	p. 139
What next?	p. 164
Conclusion	p. 165
On the Internet	p. 165
6 Conclusion	p. 166
Appendix A guide to legal issues	p. 168
Foreword	p. 168
Advertising	p. 168
Distance selling	p. 169
Jurisdiction	p. 170
Defamatory, obscene, discriminatory or harassing material	p. 171
Intellectual property rights	p. 172
Copyright ownership	p. 172
Use of a third party's copyright	p. 173
Software licences	p. 173
Hypertext links	p. 174
Trade marks/passing off	p. 175
Domain names	p. 175
Disclaimers	p. 176
Data protection	p. 176
Forming a contract	p. 177
Business communications	p. 178
Confidence	p. 179
Implications of discovery obligations	p. 180
Index	p. 181

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Table of Contents