Chapter 1: Role of Internet
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1 Preface v About the Book vii About the Author ix Chapter 1: Role of Internet 1 Insights 2 2 Kinset - 3D Virtual Shopping Mall Introduction 3 History 4 Drivers to E-Commerce 5 Effects of Internet 5 E-Commerce 6 Internet for Marketing Business Models 8 11 Web Tendering 13 Electronic Data Interchange (EDI) 14 Internet Opportunities and Challenges 15 Summary 16 Review Questions Internet Exercises Project Assignment In Practice e-chaupal - Internet Enabled Agri-business Model Video Links 19 Bibliography 19
2 xii E-Marketing: Text & Cases Chapter 2: Marketing on Internet 21 Insights 22 Yatra.com - Extending Experience to Online Customers 22 Introduction 23 E-business, E-Commerce and E-Marketing 24 Essentials of E-Marketing 24 Changing Outlook in E-Marketing 26 Business Models 26 E-marketing Mix 28 Customer Service 32 Marketing Strategy 33 Internet Marketing Challenges 35 Summary 36 Review Questions 36 Internet Exercises 36 Project Assignment 37 In Practice 37 Amazon.com A Successful e-commerce Company 37 Video Links 39 Bibliography 39 Chapter 3: Consumer Behaviour 41 Insights 42 HUL Online Jigsaw Puzzle takes Forward Lipton Brand 42 Introduction 43 Online Consumer Behaviour: Hoffman s Model 44 Website and User Generated Content 45 Consumer Buying Process 47 Factors Influencing Customer Choice 48 Types of Consumer Buying Behaviour 50 Online Consumer-Behavioural Pattern 51 Online Behavioural Targeting 53 Web Marketing Product/Service Category 54 Summary 55 Review Questions 55 Internet Exercises 56 Project Assignment 56
3 Contents xiii In Practice 56 Microsoft Innovative Contests to Gain Membership 56 Legrand User-generated Content Site for Understanding & Reaching Customers 56 Video Links 57 Bibliography 57 Chapter 4: Product Decisions 59 Insights 60 Naukari.com - Designing Products to Customer Needs 60 Introduction 61 Online Product 62 Internet Products Classification 65 Online Value Proposition 65 Product Life Cycle 68 Product Development 69 Summary 70 Review Questions 71 Internet Exercises 71 Project Assignment 71 In Practice 72 Archiesonline.com Online Greeting Cards for Social Expression 72 Video Links 73 Bibliography 73 Chapter 5: Pricing Decisions 75 Insights 76 Optimising Online Prices over the Life Cycle 76 Introduction 77 What is Price? 78 Pricing Objectives 79 Online Pricing 80 Pricing Strategies 80 Pricing Adjustments 82 Factors Affecting Pricing Decisions 82 Dynamic Pricing 86 Summary 87 Review Questions 87 Internet Exercises 88
4 xiv E-Marketing: Text & Cases Project Assignment 88 In Practice 88 Ellora Hotels Dynamic Pricing 88 Avida: Experimentation to Learn its Customers Price Sensitivity 89 Video Links 89 Bibliography 89 Chapter 6: Advertisement and Promotion 91 Insights 92 Dell: Success through micro-site 92 Introduction 93 Objectives of Communication 94 Online Communication Methods 95 Internet as Public Relations Media 103 Participation in Web Communities 104 Developing Internet Promotion 104 Promotional Strategies 105 Internet Branding 106 Summary 107 Review Questions 108 Internet Exercises 108 Project Assignment 108 In Practice 109 Hotmail.com Viral Marketing, a Tool for Growth 109 Volvo Car India Using Digital Media to Convey Car Safety Aspects 109 Video Links 109 Bibliography 110 Chapter 7: Marketing Research 111 Insights 112 Camword Online Survey of New Product Development 112 Introduction 113 Online Marketing Research 114 Electronic Marketing Information System 121 Data Collection on Internet 125 Summary 127 Review Questions 128 Internet Exercises 128
5 Contents xv Project Assignment 128 In Practice 128 Finding Customer s Long Term Interest in Brand and Evolving Communication Stratety 128 Internet Survey on Global Brands 131 Online Customer Survey by a Bank 132 Video Links 134 Bibliography 134 Chapter 8: Marketing Strategy 137 Insights 138 Kingfisher Air Lines: Interactive with its Online Audience 138 Introduction 139 Porter s Value Chain Model 140 Virtual Value Chain 141 Cybermediaries 144 E-marketing Strategy 147 Exploiting Virtual Value Chain 149 Summary 150 Review Questions 151 Internet Exercises 151 Project Assignment 151 In Practice 152 Hindustan Unilever Video Links 153 Bibliography 153 Chapter 9: e-retailing 155 Insights 156 Car Buying Experience over Internet Introduction 157 Challenges to e-retailing 158 Web Retailing in Action 160 Managing e-retailing 161 Summary 163 Review Questions 163 Internet Exercises 164 Project Assignment 164 In Practice 164
6 xvi E-Marketing: Text & Cases ebay.com Successful Online Retail Auction Model 164 Playwin Online Retailing of Lottery 165 Video Links 166 Bibliography 169 Chapter 10: B2B Networks and E-commerce Hubs 169 Insights 0 B2B Exchange for Assetes Auction 0 Introduction 1 Intranet and Extranet 2 Business Buying Practices 4 B2B Exchanges 5 B2B Hubs classification 7 Buying in B2B Domain 8 Reverse Auction 180 E-Buying Benefits 181 E-Buying Types and Models 183 E-Recruitment Exchanges 184 Summary 184 Review Questions 185 Internet Exercises 185 Project Assignment 186 In Practice 186 World s Largest B2B Portal B2B Exchange for Steel Video Links 188 Bibliography 188 Chapter 11: Website Design 189 Insights 191 Readers Digest ( An Old Print Brand with Online Success 191 Introduction 191 Types of Websites 192 Website Development 194 Search Engine and Links 195 Search Engine Optimisation (SEO) 196 Website Design Decisions Guidelines 194 Websites on Mobile Devices 199 Summary 200
7 Contents xvii Review Questions 200 Internet Exercises 201 Project Assignment 201 In Practice 201 Peapod.com Professionally Designed User-friendly Website 201 Video Links 202 Bibliography 202 Chapter 12: Mobile Marketing 203 Insights 204 Mobile Campaign of Laptop Brand 204 Introduction 205 Benefits of Mobile Marketing 205 Mobile Marketing Applications 206 Code of Conduct 209 Summary 210 Review Questions 211 Internet Exercises 211 Project Assignment 211 In Practice 211 Johnson & Johnson Ltd. Mobile Ad Campaign 211 Kodak: Goes Mobile in India for Kodak Express 212 Video Links 212 Bibliography 213 Chapter 13: Blogging: A Marketing Tool 215 Insights 2 General Electric Blog: Reflecting Company Culture 2 Introduction 2 Blogging 218 India s Blogging Scenario 219 Marketing Tool 220 Indian Law 222 Summary 222 Review Questions 222 Internet Exercises 223 Project Assignment 223 In Practice 223 Wipro Blog to Attract Talent 223
8 xviii E-Marketing: Text & Cases Video Links 223 Bibliography 224 Chapter 14: Customer Relationship Management 225 Insights 226 CRM Initiative at ICICI Bank 226 Introduction 227 What is CRM? 228 CRM System 229 CRM Process 231 CRM A Strategic Tool 233 Technology Driven CRM 234 What is ecrm? 235 Challenges to ecrm 237 Summary 237 Review Questions 237 Internet Exercises 238 Project Assignment 238 In Practice 238 ecrm at Raymonds 238 Video Links 239 Bibliography 239 Chapter 15: E-Marketing & Globalisation of Business 241 Insights 242 IKEA: Globalised Website 242 Introduction 243 Globalised Website 245 Reduced Barriers to Entry 245 Accessibility-Information and Knowledge 246 Global Communication 246 Key Issues 246 Online Strategies 247 Summary 249 Review Questions 250 Internet Exercises 250 Project Assignment 250 In Practice 250 UNICEF: A Globalised website 250
9 Contents xix Video Links 251 Bibliography 251 Chapter 16: Legal & IPR Uses in Online Marketing 253 Insights 254 Yahoo Inc. vs. Akash Arora 254 Satyam Infoway Ltd. vs Sifynet Solutions 255 Introduction 255 Copyrights in Online Marketing 255 Digital Material Copyrights Issues 256 Copyrights (Amended) Act, Information Technology Act, Trademarks Online 259 Domain Names 261 Patents Online Models and Software 261 International Law 262 Summary 263 Review Questions 264 Internet Exercises 264 Project Assignment 264 In Practice 264 Apple s Online Music Store: IPR Issue 264 Video Links 265 Bibliography 265 Glossary 267 Company Index 283 Subject Index 293
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