e-marketing Applications of information technology and the Internet within marketing Cor Molenaar Routledge Taylor & Francis Croup LONDON AND NEW YORK
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1 e-marketing Applications of information technology and the Internet within marketing Cor Molenaar Routledge Taylor & Francis Croup LONDON AND NEW YORK
2 Contents List of figures ix List of tables xi List of boxes xiii Preface xv Introduction xvii PARTI Developments of marketing: an historical outline 1 1 Marketing and strategy The product concept The sales concept Changes in the market Relationship focus 5 Summary 6 2 Marketing as a concept '' The sales paradigm Strategic marketing concept Changes in the strategic marketing concept From market approach to direct communication 9 Summary 13 3 Marketing as an activity Direct distribution and communication Market fragmentation Brand loyalty 15 Summary 18 4 Marketing instruments Product innovations 19 * 4.2 Price differentiation 21
3 vi Contents 4.3 Promotions Place The application of information technology The move towards direct relationships 24 Summary 24 5 Direct marketing as a form of marketing Loyalty systems Integral concept Testing in direct marketing 30 Summary 32 6 Marketing and the Internet Building relationships Market strategy and information technology Suppliers 40 Summary 41 PART 2 Impact of information technology on marketing: a buyer's perspective 43 7 The development of mechanization Mechanization Fordism Mechanization and automation: post-fordism 47 Summary 48 8 The development of information technology within the organization From data processing and IT to the Internet Data processing From data processing to information technology Software applications Applications within the organization 63 Summary 67 9 Applications of information technology within marketing Marketing applications within data processing Applications with information technology Database marketing Customer relationship management (CRM) Call centres Marketing organization Evolution of information technology within marketing 84
4 9.8 Radio frequency identification (RFID) 85 Summary 85 Contents vii PART 3 Impact of the Internet on marketing: from support to strategy The development of the Internet Development of telecommunication and interactive applications The road to the Internet Development of interactivity 94 Summary The breakthrough of the Internet The browser Search engines User-friendliness, networks and interfaces International acceptance Commercial possibilities Acceptance of the Internet 106 Summary The application of the Internet Communication function: direct personal communication Information function Transaction (sales) function Facilitating function Influence on marketing 119 Summary 122 PART 4 Internet strategy: the customer in power Developing the Internet strategy Determining the strategy Objectives of websites The internet strategy The place of the Internet strategy within marketing 135 Summary Applications of the Internet Why does someone visit a website? Social media 150
5 viii Contents 14.3 Keeping in contact Action Internet use Analyses Impact of the Internet on marketing communication 163 Summary 163 PART 5 Marketing strategy in a dynamic world: company orientation Marketing orientation as a competitive model Value disciplines Competition strategies Market dynamics The impact of CRM Marketing as value discipline Strategic consequences for organizations 175 Summary Applying market orientation Internal orientation: product focus Market orientation: target group focus Customer orientation: relationship focus Network orientation: demand focus Applying the orientations 204 Summary Changes and choices Tension in the distribution channel Choosing the Internet e-marketing application opportunities The challenge for marketing and distribution 215 Summary New developments in marketing Changes in the role of suppliers Changes in the role of and communication with customers The difference between Web 2.0 and social media Changes for marketing 225 Summary 226 Note 227 Index 228
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