E-Marketing [antikvár]

The internet, combined with other information technologies, has created many interesting and innovative ways to provide customer value since its inception in 1969. Web sites for marketing communication and customer support; one-to-one communication to many different receiving devices; consumer behavior insights based on off-line and online data combination; inventory optimization through CRM-SCM integration; a single-minded focus on ROI and associated performance metrics were all on the cutting edge of e-marketing when the fourth edition of this textbook was published and they continue to develop as important strategies. As internet adoption matured at 70 percent-75 percent in the United States in the past few years, we thought things would be pretty quiet on the internet frontier. Then the social media appeared, holding marketers to their holy grail that customer needs and wants are paramount. High-readership blogs, social networks (such as Facebook and Linkedin), and online communities (such as YouTube and Second Life) gave consumers the opportunity to be heard in large numbers. We've also discovered that consumers trust each other more than they trust companies, fueling the growth of social media. Further, search engines have become reputation engines, ranking Web sites partially according to popularity and relevancy. A simple brand misstep can appear as an online video showing a product malfunction or in the thousands of words posted by disgruntled customers. Conversely, marketers can use the Web, e-mail, and social media to build stellar brand images online and increase sales both online and offline. To do this, marketers must now learn how to engage the citizen journalists, listen to them, and use what they learn to improve their offerings. This book uniquely tells how to do this. The book you have in your hands is the fifth edition of E-Marketing (the first edition was named Marketing on the Internet). We added a new chapter on the social media for this edition and discuss many perspectives on these new media throughout other chapters—for example, in the chapter "E-Marketing Research" , we describe RSS feeds and other means of monitoring social media for chatter about a company and its brands, and in the chapter on consumer behavior online, we added a section on user-generated content. This textbook is also different in the following important ways: • We wrote the first edition of this book in 1996, providing a long-term perspective on e-marketing not available in any other book. • We explain electronic marketing not simply as a list of ideas, strategies, and techniques, but as part of a larger set of concepts and theories in the marketing discipline. In writing the book, we discovered that most new terminology could be put into traditional marketing frameworks for greater understanding. • The text focuses on cutting-edge business strategies that generate revenue while delivering customer value. As well, we reflect current practice by devoting many pages to performance metrics that monitor the success of those strategies. • We highly recommend that marketers learn a bit about the technology behind the internet, something most of us are not drawn to naturally. Although it is not necessary to be able to set up e-commerce servers, knowledge of the possibilities for their use will give savvy marketers an advantage in the marketplace. This book attempts to educate marketers gently in important technology issues, showing the relevance of each concept.