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E-business marketing
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Upper Saddle River, N.J. : Prentice Hall, 2003


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PSZ JB 30000010069085 HF5415.1265 A42 2003 Open Access Book

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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

Prefacep. xi
Section I Introductionp. 1
Chapter 1 Overview of E-Business Marketingp. 1
Components of E-Businessp. 2
E-Business Marketing Concept Overviewp. 5
Process to Create and Deliver Goods, Services, and Ideasp. 6
Valuable Exchange Processp. 7
Multiple Group Involvementp. 8
Definition of E-Business Marketingp. 10
Is History Repeating Itself?p. 11
New Technologies Have Fast Adaptation Ratesp. 12
Understanding Technology and Technology Personnelp. 13
IT Departmental Orientation and Goalsp. 13
Collecting Your Knowledge: A Reviewp. 15
Chapter 2 The Marketing Mixp. 17
Marketing Mix Reviewp. 17
The Transformation of the Marketing Mixp. 18
The Internet's Impact on the Marketing Mixp. 19
Business-to-Consumer Marketplacep. 20
B2C and Traditional Distributionp. 21
Business-to-Business Marketplacep. 24
Ranged Marketingp. 25
Complexity Theoryp. 26
Fuzzy Logicp. 26
Elements of Ranged Marketingp. 27
The Key Role of Changep. 27
The Role of Ranged Marketingp. 27
Collecting Your Knowledge: A Reviewp. 28
Chapter 3 The Value Bubblep. 30
Five Elements of the Value Bubblep. 32
Applying the Value Bubblep. 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 Adaptationsp. 43
Collecting Your Knowledge: A Reviewp. 45
Chapter 4 A Communication Model for the Online Environmentp. 47
The Communication Process Modelp. 47
The Adapted Communication Model for E-Business Marketingp. 49
Message Research Modelp. 52
PACT Principle 1p. 52
PACT Principle 2p. 53
PACT Principle 3p. 54
PACT Principle 4p. 55
PACT Principle 5p. 55
PACT Principle 6p. 56
PACT Principle 7p. 56
PACT Principle 8p. 57
PACT Principle 9p. 57
A Sample Message Research Modelp. 57
Collecting Your Knowledge: A Reviewp. 63
Section II Casesp. 65
Chapter 5 Case Study 1p. 65
Company 1 Overviewp. 65
E-Business Marketing Goal or Strategyp. 66
Stage I Reorganizing the Company Toward IMC Strategyp. 68
Stage II Understanding the Competitive Environmentp. 69
Stage III Brand Decision-Makingp. 69
Stage IV Enhancing Brand Position Within the Marketplacep. 69
Primary Stakeholdersp. 70
Value Bubblep. 70
Attractingp. 70
Engagingp. 73
Retainingp. 74
Learningp. 75
Relatingp. 76
Collecting Your Knowledge: A Reviewp. 77
Chapter 6 Case Study 2p. 79
Company 2 Overviewp. 79
E-Business Marketing Goal or Strategyp. 81
Primary Stakeholdersp. 84
Value Bubblep. 84
Value Bubble Technologiesp. 84
Attractingp. 84
Engagingp. 87
Retainingp. 87
Learningp. 88
Relatingp. 89
Collecting Your Knowledge: A Reviewp. 89
Chapter 7 Case Study 3p. 91
Company Overviewp. 91
Business Missionp. 93
E-Business Marketing Goal or Strategyp. 94
Primary Stakeholdersp. 96
Value Bubblep. 96
Value Bubble Technologiesp. 96
Attractingp. 97
Engagingp. 99
Retainingp. 100
Learningp. 102
Relatingp. 102
Collecting Your Knowledge: A Reviewp. 103
Chapter 8 Case Study 4p. 105
Company Overviewp. 105
E-Business Marketing Goal or Strategyp. 106
Primary Stakeholdersp. 110
Value Bubblep. 110
Value Bubble Technologiesp. 110
Attractingp. 112
Engagingp. 113
Retainingp. 114
Learningp. 115
Collecting Your Knowledge: A Reviewp. 116
Chapter 9 Case Study 5p. 118
Company Overviewp. 119
E-Business Marketing Goal or Strategyp. 120
Primary Stakeholdersp. 124
Value Bubblep. 124
Value Bubble Technologiesp. 124
Attractingp. 125
Engagingp. 126
Retainingp. 128
Learningp. 128
Relatingp. 129
Collecting Your Knowledge: A Reviewp. 129
Chapter 10 Case Study 6p. 131
Company Overviewp. 131
E-Business Marketing Goal or Strategyp. 134
Primary Stakeholdersp. 136
Value Bubblep. 137
Value Bubble Technologiesp. 138
Attractingp. 138
Engagingp. 140
Retainingp. 141
Learningp. 142
Relatingp. 142
Collecting Your Knowledge: A Reviewp. 143
Chapter 11 Case Study 7p. 145
Company Overviewp. 146
E-Business Marketing Goal or Strategyp. 148
Primary Stakeholdersp. 150
Value Bubblep. 150
Value Bubble Technologiesp. 150
Engagingp. 151
Retainingp. 153
Learningp. 154
Collecting Your Knowledge: A Reviewp. 155
Chapter 12 Case Study 8p. 157
Company Overviewp. 157
E-Business Marketing Goal or Strategyp. 159
Primary Stakeholdersp. 164
Value Bubblep. 164
Site Technology and Value Bubble Instancesp. 164
Attractingp. 166
Engagingp. 166
Retainingp. 167
Learningp. 168
Relatingp. 168
Collecting Your Knowledge: A Reviewp. 169
Section III Evaluation Methodology and Research in E-Commercep. 171
Chapter 13 Case Study Analysisp. 171
Overview of Customerization Modelp. 171
Outcome 1. Developing or Deepening Customer Relationshipp. 172
Outcome 2. Transitioning Experience-Based Decisionsp. 173
Outcome 3. Customizing the Interactionp. 174
Outcome 4. Co-Develop Products and Servicesp. 174
Outcome 5. Premium Pricing Acceptancep. 175
Outcome 6. Interactive Information Exchangep. 175
Outcome 7. Distribution Channel Choicep. 176
Outcome 8. Personal Brandsp. 176
Applying Customerization to the Case Study Companiesp. 178
Technical Analysisp. 178
HTMLp. 178
JavaScript and Cascading Style Sheetsp. 180
Middlewarep. 180
Compiled Codep. 181
Databasesp. 181
How Selected Internet Technology Interfaces with Organizational Goalsp. 181
Technology of Relationship-Buildingp. 182
Technology and Experience-Based Decisionsp. 183
Technology for Customizing the Interactionp. 183
Technology in Co-Developing Products and Servicesp. 184
Technology and Premium Pricing Acceptancep. 184
Technology and Interactive Information Exchangep. 185
Technology and Distribution Channel Choicep. 185
Technology and Personal Brandsp. 185
Collecting Your Knowledge: A Reviewp. 186
Chapter 14 Researching E-Businessp. 188
The Research Processp. 188
Step 1. Defining the Business Opportunity, Problem, or Challengep. 188
Step 2. Developing the Research Planp. 190
Step 3. Collecting the Informationp. 192
Step 4. Analyzing the Datap. 192
Step 5. Actionsp. 193
Collecting Your Knowledge: A Reviewp. 196
Bibliographyp. 199
Indexp. 203