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E-Marketing : Applications of Information Technology and the Internet within Marketing.
Without a doubt, new technologies, and notably the Internet, have had a profound and lasting impact on the marketing function. A paradigm shift has occurred which will forever change the way marketers and marketing managers work. This doesn't mean, however, that 'old' marketing tools...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor & Francis,
2011.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- E-Marketing: Applications of information technology and the Internet within marketing; Copyright; Contents; List of figures; List of tables; List of boxes; Preface; Introduction; PART 1 Developments of marketing: an historical outline; 1 Marketing and strategy; 1.1 The product concept; 1.2 The sales concept; 1.3 Changes in the market; 1.4 Relationship focus; Summary; 2 Marketing as a concept; 2.1 The sales paradigm; 2.2 Strategic marketing concept; 2.3 Changes in the strategic marketing concept; 2.4 From market approach to direct communication; Summary; 3 Marketing as an activity.
- 3.1 Direct distribution and communication3.2 Market fragmentation; 3.3 Brand loyalty; Summary; 4 Marketing instruments; 4.1 Product innovations; 4.2 Price differentiation; 4.3 Promotions; 4.4 Place; 4.5 The application of information technology; 4.6 The move towards direct relationships; Summary; 5 Direct marketing as a form of marketing; 5.1 Loyalty systems; 5.2 Integral concept; 5.3 Testing in direct marketing; Summary; 6 Marketing and the Internet; 6.1 Building relationships; 6.2 Market strategy and information technology; 6.3 Suppliers; Summary.
- PART 2 Impact of information technology on marketing: a buyer's perspective7 The development of mechanization; 7.1 Mechanization; 7.2 Fordism; 7.3 Mechanization and automation: post-Fordism; Summary; 8 The development of information technology within the organization; 8.1 From data processing and IT to the Internet; 8.2 Data processing; 8.3 From data processing to information technology; 8.4 Software applications; 8.5 Applications within the organization; Summary; 9 Applications of information technology within marketing; 9.1 Marketing applications within data processing.
- 9.2 Applications with information technology9.3 Database marketing; 9.4 Customer relationship management (CRM); 9.5 Call centres; 9.6 Marketing organization; 9.7 Evolution of information technology within marketing; 9.8 Radio frequency identification (RFID); Summary; PART 3 Impact of the Internet on marketing: from support to strategy; 10 The development of the Internet; 10.1 Development of telecommunication and interactive applications; 10.2 The road to the Internet; 10.3 Development of interactivity; Summary; 11 The breakthrough of the Internet; 11.1 The browser; 11.2 Search engines.
- 11.3 User-friendliness, networks and interfaces11.4 International acceptance; 11.5 Commercial possibilities; 11.6 Acceptance of the Internet; Summary; 12 The application of the Internet; 12.1 Communication function: direct personal communication; 12.2 Information function; 12.3 Transaction (sales) function; 12.4 Facilitating function; 12.5 Influence on marketing; Summary; PART 4 Internet strategy: the customer in power; 13 Developing the Internet strategy; 13.1 Determining the strategy; 13.2 Objectives of websites; 13.3 The internet strategy.