Internet Marketing - MEC
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Internet Marketing
Strategy, Implementation and Practice
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Third Edition
Internet Marketing
Strategy, Implementation and Practice
Dave Chaffey Fiona Ellis-Chadwick Richard Mayer Kevin Johnston
Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: pearsoned.co.uk First published 2000 Second edition published 2003 Third edition published 2006 ? Pearson Education Limited 2000, 2003, 2006 The right of Fiona Ellis-Chadwick to be identified as author of this work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. ISBN-13: 978-0-273-69405-2 ISBN-10: 0-273-69405-7 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalogue record for this book is available from the Library of Congress 10 9 8 7 6 5 4 3 2 1 10 09 08 07 06 Typeset in 9/12.5pt Stone Serif by 30 Printed and bound by Mateu Cromo Artes Graficas, Spain The publisher's policy is to use paper manufactured from sustainable forests.
iv
Brief contents
Preface
xiii
Guided tour
xxii
About the authors
xxv
Acknowledgements
xxvi
Part 1 Internet marketing fundamentals
1 An introduction to Internet marketing
3
2 The Internet micro-environment
41
3 The Internet macro-environment
97
Part 2 Internet strategy development
4 Internet marketing strategy
151
5 The Internet and the marketing mix
214
6 Relationship marketing using the Internet
256
Part 3 Internet marketing: implementation and practice
7 Delivering the online customer experience
301
8 Interactive marketing communications
348
9 Maintaining and monitoring the online presence
415
10 Business-to-consumer Internet marketing
451
11 Business-to-business Internet marketing
484
Glossary
514
Index
534
v
1
Contents
Preface
xiii
Guided tour
xxii
About the authors
xxv
Acknowledgements
xxvi
Part 1 INTERNET MARKETING FUNDAMENTALS
1 An introduction to Internet marketing 3
Learning objectives / Questions for marketers /
Links to other chapters
3
Introduction ? how significant is the Internet for
marketing?
4
Marketing applications of Internet marketing
5
Our changing media consumption
6
Our changing buyer behaviour
7
What is Internet marketing?
8
E-marketing defined
9
Digital marketing defined
10
E-commerce and e-business defined
11
E-business defined
11
Business or consumer model?
12
What benefits does the Internet provide for the
marketer?
14
A strategic approach to Internet marketing
18
How do Internet marketing communications differ
from traditional marketing communications?
20
A short introduction to Internet technology
26
How does the Internet work?
27
From the Internet to intranets and extranets
32
Case Study 1 eBay thrives in the global
marketplace
33
Summary
37
Exercises
38
Self-assessment exercises
38
Essay and discussion questions
38
Examination questions
38
References
39
Further reading
39
Web links
40
2 The Internet micro-environment
41
Learning objectives / Questions for marketers /
Links to other chapters
41
Introduction
42
Different environment components
43
Marketplace
45
Competitive forces
46
Value creation and value chain analysis
49
New channel structures
53
Location of trading in marketplace
57
Commercial arrangement for transactions
58
Business models in e-commerce
59
Revenue models
61
Customers
61
Assessing demand for e-commerce services
62
Online demand for business services
72
Online buyer behaviour
74
Customer persona and scenario analysis
75
Multi-channel customer experiences
77
Models of online buyer behaviour
78
Competitors
85
Suppliers
86
Intermediaries
86
Case Study 2 Zopa launches a new lending model 90
Summary
92
Exercises
93
Self-assessment exercises
93
Essay and discussion questions
93
Examination questions
94
References
94
Further reading
96
Web links
96
3 The Internet macro-environment
97
Learning objectives / Questions for marketers /
Links to other chapters
97
Introduction
98
Social factors
99
Social exclusion
100
Legal and ethical issues of Internet usage
101
Privacy legislation
101
Other e-commerce legislation
113
Technological factors
116
Alternative digital technologies
120
Digital radio
129
Security
131
vii
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