Internet Marketing and e-Commerce, 2nd Edition

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#Internet #Marketing and #eCommerce, 2nd Edition

#Price :₹ 544.00/-

@Author #Hanson

#Publisher #CengageLearning

#ISBN 9788131517123

#KirthiKalyanam #OnlineMarketing #DigitalMarketing #OnlineResearch #TrafficBuilding #OnlineBranding

Retail Price:₹ 625.00/-
Price:₹ 544.00/-

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Description

Title Name	Internet Marketing and e-Commerce
Author Name	Ward Hanson & Kirthi Kalyanam
Publisher Name	Cengage Learning
Remarks	Book from Cengage Learning

Contents		Page No.
Part 1	Foundations	1
Chapter 1	Introduction	2
	Creating a Commercial Internet	5
	The Noncommercial Net: 1969-1994	6
	The Internet Explosion	8
	The Internet as a Global Resource	14
	Technology and Marketing	21
	Technology Impacts	21
	General Purpose Technologies and Marketing	25
	Our Approach	30
	Book Material	30
	Endnotes	33
Chapter 2	A Digital World	36
	Being Digital	38
	Digital Technology	38
	Digital Benefits for Marketing	39
	Moore's Law and Digital Power	39
	A Trillion Times Cheaper	39
	Using Moore's Law	42
	Will Moore's Law Continue?	48
	Digital Environments	49
	The Folly of Business-as-Usual	49
	Digital Environment Components	50
	Digital Convergence	57
	Converging Industries and Technology	57
	How Digitizing Works	59
	Digitizing Marketing Processes	62
	Endnotes	65
Chapter 3	Networks	68
	The Network Evolves	71
	Maturing and Expanding	71
	Contents and Communication	73
	Blogs	79
	Technology Standards	81
	Network Science	85
	The Geometry of Social Networks	85
	Marketing with Networks	94
	Creating Value with Networks	94
	Endnotes	101
Chapter 4	Individuals Online	104
	Patterns of Internet Usage	107
	The Necessary Internet	107
	The Behavioral Internet	118
	Individualization as a GPT	130
	The Individualization GPT	130
	Endnotes	138
Part 2	Essential Skills	141
Chapter 5	Web Business Models	142
	Valuing Contacts	146
	Marketing Actions and Responses	147
	The Value of a Customer Contact	149
	Customer Lifetime Value	157
	Web Benefits to Firms	159
	Improves Processes	160
	Revenue Benefits	165
	Endnotes	173
Chapter 6	Online Branding	176
	Brands and Online Brand Building	179
	The Branding Business	179
	Connecting Branding Strategy to Online Presence	183
	Online Brand Presence and Enhancement	185
	Establish Proper Brand Identity	185
	Enhance Brand Meaning	193
	Reinforce Right Brand Responses	195
	Forge Brand Relationships	202
	Endnotes	208
Chapter 7	Usability, Credibility, and Persuasion	212
	The Web Site Visit	217
	Visit Dynamics	217
	Creating Useful Information	224
	Usability	224
	Customer Support	233
	Credibility and Persuasion	238
	Web Site Credibility	238
	Persuasive Designs	241
	Endnotes	246
Chapter 8	Traffic Building	248
	The Difficult Battle for Web Traffic	250
	Value and Scarcity	250
	A Web Traffic Plan	254
	Traffic-Building Sources	254
	Traffic Volume and Quality	258
	Traffic-Building Goals	262
	Search Engine Marketing	266
	Site Optimization	266
	Keyword Advertising	269
	Traffic by Association	279
	Banner Ads	279
	Co-Branding and Placement	282
	Endnotes	283
Chapter 9	Personalization	286
	Personalization Benefits	289
	Why  Personalization?	289
	The "Democracy of Goods"	291
	Turning Experience Goods into Search Goods	291
	Personalization and The Total Product	292
	The Personalization Balance	296
	Personalization Approaches	298
	Overview	298
	Mass Customization	302
	Choice Assistance	307
	Personalized Messaging	316
	Endnotes	322
Chapter 10	Creating Commitment	324
	Online Community	327
	Community Loyalty	327
	Community Content	331
	Learning from Online Communities	341
	Retention Marketing	345
	Customer Base Analysis	345
	Dialogue Marketing	349
	Endnotes	353
Chapter 11	Innovation and the Net	356
	The Need for Speed	360
	Internet Time	360
	Business Implications of Internet Time	361
	Standards Marketing	364
	The Importance of Standards	364
	The Two Types of Standards	365
	Standards Strategy	370
	New Product Development Online	373
	Improving Traditional New Product Development	373
	Modular New Product Development	379
	Early Feedback	383
	Rapid Release	386
	Endnotes	387
Chapter 12	Pricing in an Online World	390
	Pricing and the Net	393
	The Power of Pricing	393
	The Standard Pricing Answer	394
	Price Sensitivity and Online Information	396
	Advanced Pricing Online	408
	Time-Based Pricing	409
	Personalized Pricing	419
	Bundle Pricing	420
	Endnotes	424
Part 3	e-Commerce	427
Chapter 13	Internet Retailing	428
	Online Retailing Develops	431
	Internet-Enabled Retailing	436
	iPACE and the Online Shopping Process	437
	Implementing iPACE	448
	Multi-Channel Retailing	460
	Multi-Channel Shopping Behavior	460
	Multi-Channel Challenges	461
	Endnotes	464
Chapter 14	Consumer Channels	468
	Consumer Channels and the Internet	471
	Overview	471
	Channel Design	471
	Existing Customers	475
	Presale Information	475
	Selling Through Online Intermediaries	476
	Direct Sales	480
	Expanding Markets	490
	New Domestic and International Locations	491
	Selling the Long Tail	492
	Versioning	493
	Online Closeouts	494
	Endnotes	497
Chapter 15	B2B e-Commerce	500
	B2B e-Commerce Evolves	503
	Customers and Channels	508
	New Sales and Buying Centers	509
	Facilitating Repeat Purchase	512
	eProcurement	514
	Indirect Materials	514
	Services	517
	Direct Materials and Dynamic Building	519
	Marketplaces	522
	Supply Chain Coordination	526
	Demand Visibility and Vendor Managed Inventory	526
	The New Product Introduction Process	517
	Global Data Synchronization	529
	Endnotes	531
Chapter 16	Online Research	534
	Running a Survey	537
	Types of Online Surveys	538
	Survey Quality	541
	Finding the Right Audience	545
	Panel versus log File Measurements	545
	Domains and Tracking	547
	Trends and Duplications	548
	Source and Loss Analysis	550
	Demographic and Behavioral Composition	553
	Reach, Frequency, and CPM Analysis	555
	Monitoring Congestion and Delay	556
	Sources of Delays	556
	Monitoring and Managing Delays	561
	Endnotes	564
Chapter 17	Organizing for Online Marketing	566
	Organizing for Online Tasks	569
	Aligning Structure and Strategy	569
	Avoiding Legal Pitfalls	577
	Looking Forward	587
	The Long View	587
	If the Net Marketing GPTs Continue to Develop…	590
	Endnotes	591
	Glossary	593
	References	605
	Index	623

About the Authors

Ward Hanson, Stanford University Dr. Ward Hanson is a member of the Stanford Institute for Economic Policy Research, where he is a Fellow and Policy Forum Director. Previous faculty positions include the Stanford Graduate School of Business, Purdue University Krannert School of Management, and the University of Chicago Graduate School of Business. He is an adviser, expert witness, and consultant to leading firms in Silicon Valley and beyond. He has a Master’s and Ph.D. in Economics from Stanford University and a B.A. from the University of Wisconsin-Madison.

Dr. Hanson analyzes the economics and marketing of new technology. His current areas of Internet research include governmental policy choices and their impact on the Internet, the rise of individualization as a general purpose technology, and quantitative models of online business. Other research interests include product line pricing, competitive strategy, and the diffusion of innovative energy alternatives. Professor Hanson created the first Stanford Graduate School of Business Internet marketing class in 1996 (one of the first in the world and repeated many times), pioneered an online version of the class in 2000, teaches a course on the economics of the Internet, and is developing a class in the use of online tools for policy analysis and persuasion. His previous book, Principles of Internet Marketing, has been adopted worldwide and translated into multiple languages, including Chinese, Italian, Japanese, Russian, and Spanish. Offline, he enjoys golf, cycling, political debates, and family.

Kirthi Kalyanam, Santa Clara University Dr. Kalyanam is the J.C. Penney Research Professor and Director of Internet Retailing in the Retail Management Institute at the Leavey School of Business at Santa Clara University. A recognized leader in the field of Internet Marketing and Retailing, he co-produces Internet Retailing Boot Camps with Shop.org and has served as an advisor to the State of Retailing Online (SORO) research study. Dr. Kalyanam's current research interests focus on Internet Marketing, Retailing, and Multi-Channel marketing. He teaches on these topics in undergraduate, graduate, and executive programs and has won awards for his teaching and research. He also advises early stage start-ups and serves as an expert witness.

Professor Kalyanam has a Ph.D. from the Krannert School of Management at Purdue University. He was also most recently the Senior Vice President and Chief Marketing Officer of SpinCircuit Inc. He is an avid mountain and road biker and enjoys swimming, surfing, time with his family, and travel.

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General Information

Author(s)	Hanson
Publisher	Cengage Learning
Edition	2
ISBN	9788131517123
Pages	656
Binding	Paperback
Language	English
Publish Year	January 2012

Retail Price:₹ 625.00/-
Price:₹ 544.00/-

BUY NOW