Preface
Acknowledgements
How to use this book

PART 1.0
DEFINITION AND DOMAIN

Chapter 1
WELCOME TO THE INTERNET
Introduction
The revolution has been quantified
What is the Internet?
    Defining the Internet
    Defining elements: what makes the Internet click?
    Operationalising the Internet
    Conceptualising cyberspace
    The value of conceptual geography in cyberspace
A brief history of the Internet
The pieces of the puzzle
    The world wide web
    Email
    Real-time communications
    Delayed-time communications and mixed-time communications
    Data exchanging: the rest of the Internet
The new landscape for marketing
A detailed overview of this book
Summary
Discussion questions
References
Web sites

Chapter 2
CONCEPTS AND TERMINOLOGY
Introduction
Definition and domain of the book
Defining the parameters 1: Marketing theory, marketing philosophy and the
    choice of the marketing mix
    In defence of the marketing mix
    The three levels of marketing
Defining the parameters 2: Focusing on consumer behaviour ahead of business
    to business marketing
Defining the parameters 3: Internationalisation, global marketing and
    international marketing online
Defining the parameters 4: Post-modern consumption
Cultural considerations
    The Internet culture
The future present: Emergent trends in strategic Internet marketing
    Wireless Internet access
    Privacy as a necessity
Summary
Discussion questions
References
Web sites

PART 2.0
MARKETING STRATEGIES FOR THE NEW MEDIUM

Chapter 3
UNIQUE FEATURES OF INTERNET-BASED MARKETING
Introduction
The (r)evolution of online marketing
    The evolution of online marketing
    Inventing the wheel: a typology of web site operations
    Integrating the typologies
Unique features of the Internet compared to other media
    Interactivity
    Variety and customisation
    Global access
    Time independence
    Interest driven
    Ubiquity
    Mobility
Why adapt to the online world?
    Going online: factors to consider
    Going online: reasons why other businesses are there already
    Drivers and attractors: get me to the web on time
    Inhibitors: reasons not to be digital
The adaptation of the offline to the online
    Retailing
    Information search
    Entertainment online
    Utility functions
    Non-consumer applications
The consumer (r)evolution
    Advantages of Internet-based marketing for the consumer
    Changing consumer expectations
Unique Internet issues and problems
    Audience control
    Information management : control of information on the Internet
    Information empowerment : flow of information over the reduced barriers
    Communicating in a crisis in Internet time
Summary
Discussion questions
References
Web sites

Chapter 4
CONSUMER BEHAVIOUR
Introduction
Innovation adoption and the Internet
    Innovation adoption and the really new product
The diffusion of the innovation of the Internet
    Diffusion of innovations: rogers' five features of innovations
The adoption profile of Internet users
    Innovation adoption overview
    Implications of the current Internet adopters
Internet user categories
Internet use behaviours
    Why people use the Internet
    How people use the Internet
The flow state: Internet activity as a single stream of consciousness
    Foundations of the flow state
    Commercialising the flow
Restrictions and constrictions: Factors preventing full use of the Internet
    Cost : time and money
    Internet literacy
    Fear
    Lack of desire: no benefit, no consequence and no value
    Expectation gap: promised the earth, delivered a bucket of soil
Implications for marketing
    Lowering the barriers
    Lowering the expectations: promise the achievable, and deliver more than         promised
    Securing the Internet
    Accepting rejection as a legitimate choice
Summary
Discussion questions
References
Web sites

Chapter 5
CREATING CYBERCOMMUNITIES
Introduction
Cybercommunity foundation 101: Dichotomous structures
Cybercommunity foundation 102: Theoretical foundations and communications
     models
    Communications models
    Definitions of community
    The construction of identity in the cybercommunity
The value of the cybercommunity to business
    Cybercommunities as reflections of reality: the social petri dish
Community creation: Roll your own society
    Setting up a community
    Location
    Community
    What helps a community to succeed?
    Cyberspace as a place: destination marketing for cybercommunities
Summary
Discussion questions
References
Web sites

Chapter 6
APPLICATIONS FOR BUSINESS AND NON-BUSINESS
Introduction
Applications of the Internet: Macro-level strategic decisions
    Guiding the online development: strategic questions for strategic direction
Applications and implemented solutions: Using the Web for success
    Wholesale/retail: selling online
    Retailing online: issues, advantages and limitations
    Retailing online: a conceptual model of the process of going online
    The eight Cs of online retailing
    Export industries: selling beyond the borderless
    Recreational services
Summary
Discussion questions
References
Web sites

Chapter 7
THE INTERNET IN MARKETING STRATEGY
Introduction
Objectives: What are we trying to achieve by going online?
    Setting specific online marketing objectives
    Internet marketing and strategic growth options
    Porter's generic competitive strategies
    Strategic growth options
Segmentation and positioning
    Segmentation
    Positioning
Integration
Implementation
    Blueprinting
    Budgeting
    Ten strategic keys to unlocking the potential of the Internet
Summary
Discussion questions
References
Web sites

PART 3.0
MARKETING FUNDAMENTALS IN THE INTERACTIVE AGE

Chapter 8
THE ROLE OF PRODUCT IN INTERNET MARKETING
Introduction
What is the product?
    The multilevel product concept
    The online product
Successful Internet products
    Physical products: traditional delivery in the new world services and digitised
        products
    Internet-specific product opportunities
New product development
    New product strategy
    Exploration
    Screening
    Business analysis
    Development
    Test marketing
    Commercialisation
    Online new product development
Summary
Discussion questions
References
Web sites

Chapter 9
PROMOTION: THE INTERNET IN THE PROMOTIONAL MIX
Introduction
Promotion and the Internet: Something new, something borrowed and
     something not-so-new
Attracting users to the online world: Promoting the web site
The philosophy of promotion
The foundations of promotion
    Six tenets of promotion
    Integrated marketing communications: this goes with this and this goes with
        that
Communicating the URL: Home (page) on the range
    Elements of the promotional mix
    Three dimensions of promotion: message, format and context
Reviving the dead pointer: Mixing it up in the promotion of the URL
    Creating awareness: image is nothing, context is everything
The promotional mix online 101: Using the promotional tool kit online
    Banner advertising: click here to receive more promotional materials
The promotional mix online 102: The distinct differences
Summary
Discussion questions
References
Web sites

Chapter 10
PROMOTION 2: THE INTERNET AS A PROMOTIONAL MEDIUM
Introduction
The value and role of the Internet in promotion: Marketing on the Web
    The Internet: a recap of the good, the bad and the interactive
Metatheory of web site design
    Post-modern consumption and the Internet
    Metatheory 101: styles of web site structures
    Metatheory 102: strategic frameworks for web site design
Design philosophy: The art of the Web
    The four design schools
Strategic integration: Putting the site together
    Attractors on the web: types of web sites
    Categories of design: types of home pages
    The six Ms of web site design
    Planning the web site
Summary
Discussion questions
References
Web sites

Chapter 11
PRICING STRATEGIES
Introduction
The total price concept
    The total price concept : a consumer perspective
    The total price concept in electronic markets
Pressures on Internet pricing
    Lower costs to the seller
    Environmental turbulence
    Taxation issues
    Investment philosophy
    Cyberculture
    Universal pricing knowledge
Setting pricing objectives
    Financial objectives
    Market-based objectives
    Psychological objectives
Pricing strategies
Issues in pricing for online activities
    Price comparison on the Internet
    The nature of the product
    The total cost to the consumer
    International currency transactions and the impact of different payment
        systems
Summary
Discussion questions
References
Web sites

Chapter 12
DISTRIBUTION
Introduction
The Internet and distribution: You can get there from here
    Determining the right distribution
    Saying it in delivery: imc and distribution mechanisms
The worldwide place: Distribution over the wire
    Marketspace: the place of electronic distribution
    Value in the marketspace: virtual channels and chains
The big issues in Internet distribution
    Channel conflicts
    Non-store distribution mechanisms
Making it so: Technical implications of Internet distribution
    Technical considerations 101: keeping it real
    Technical considerations 102: people make the process
Putting the pieces together: Distributing the mix
    Distribution and product
    Distribution and price
    Distribution and promotion
Summary
Discussion questions
References
Web sites

PART 4.0
STRATEGIC MARKETING APPLICATIONS FOR THE INTERNET

Chapter 13
SERVICES MARKETING ONLINE
Introduction
The service product
    Traditional points of differentiation
    The impact of online delivery for traditional service concepts
Defining the service product
    Classifications of service products
    Customer support
Consumer behaviour and the online service product
    Search behaviours and service type
    Risk-reduction strategies
Training the customer to be a co-producer
Technology as the means not the end
Summary
Discussion questions
References
Web sites

Chapter 14
RELATIONSHIP MARKETING IN A 'ONE-TO-MANY-TO-ONE' ENVIRONMENT
Introduction
The domain of relationship marketing
    Core concepts of relationship marketing
    Suitability for relationship marketing
    The limits of relationship marketing
    Philosophical principles of relationship marketing
Relationship marketing online
    Three levels of relationship marketing
The value of relationship building in the new media
    Creating relationships online
    Limitations, distractions and problems: barriers to online relationship
        marketing
    The value of cybercommunities for building relationships
The role of trust in e-commerce
    Operational conditions: where does trust need to occur?
    Barriers to trust
    Improving trust online
Business to business
    Business to business marketing online
    New roles and new opportunities: market makers
Summary
Discussion questions
References
Web sites

Chapter 15
INTERNATIONAL MARKETING
Introduction
Is all Internet marketing, international marketing?
    Globalisation versus localisation
    Entry mode: is it still an issue?
Export industries
    Types of exporters
    The impact of the Internet on barriers to export
    Conceptual framework for exporting and the Internet
    Differences between traditional and online exporters
SMEs, internationalisation and the Internet
Implementing the international web presence
    Overcome personal boundaries
    Convert atoms into bytes
    Do not compete, be unique
    Be a specialist not a generalist
    Serve a specialised market
    Operate in advanced digital markets
    Develop indigenous digital partnerships
    Use technology to foster global relationships
Summary
Discussion questions
References
Web sites

Chapter 16
MARKET RESEARCH
Introduction
The foundations of market research: The how and why of finding out who
    and what
    The online advantage
    The other side of the coin: disadvantages of the Internet
    Review of the market research process
Types of market research
    Objective of collection
    Method of collection
Internet-based market research: New paradigm or new routines?
    Changing environments
    Information storehouse
    Trend analysis on the Internet
Scanning the environments in Internet market research
Market intelligence through Internet-based market research
    Consumer intelligence
    Competitive intelligence
Conducting online market research: New paradigm or new routines?
    Online focus groups
    Online surveys
    Ethnographic research
    New routines
Issues concerning online market research
    Anonymity
    Privacy
Limitations of online market research
    Information overload
    Information quality
    Speed
    Security
    Skewed demography
    Ease of access
Putting the pieces together: Online market segmentation
    iVals, and Internet user types
    Segmentation method
Summary
Discussion questions
References
Web sites

PART 5.0
THE FUTURE

Chapter 17
FUTURE DIRECTIONS
Introduction
What will the Internet be? A brief future of the Internet
The role of marketing in the future
    Scenario 1: getting it right
    Scenario 2: getting it wrong
    Scenario 3: just not getting it
Ethical considerations of strategic Internet marketing
    Digital rights management : the rock and the hard place
    Online privacy
    Internet security
    Marketing by intrusion and observation
    Critical issues in the development of the Internet
    Putting up with the neighbours
Future-proofing a strategic Internet marketing text
    Surviving the future
Summary
Discussion questions
References
Web sites

References
Appendix: Useful web sites
Glossary
Index