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In the past few years the Internet has gone through several phases, from obscurity through hype, all the way to being a simple fact of life today. Almost as soon as the Internet was privatized, marketers staked their turf and sought to use the medium to further the goals of their firms in various ways. While there are numerous books on the subject of marketing using the Internet, all tend to be practitioner-oriented and focus solely on computer nuts and bolts. Internet Marketing discusses many of those same nuts and bolts, but places them in the context of marketing strategy, consumer behavior, advertising, and the other business topics that make marketing different than computer programming.

The printed textbook is really just one-half of the materials for this course--the other half being a companion Web site which is also a critical component. The text and the associated Web site have been designed from the start to complement each other. While some books have supporting Web sites, the site and this book play a nearly-equal role in the case of Internet Marketing. The textbook most efficiently teaches the key concepts and provides a serial narrative on the topic. The interactivity of the Internet, on the other hand, makes it ideal for providing student activities of various sorts such as hypertext cases and homework questions. The Internet is also unsurpassed in its ability to point students to live examples of the main points. The dynamic nature and timeliness of online publishing makes it perfect for producing pointers to current events that relate to class materials.

Tabla de contenidos provista por Syndetics

• Part I Introduction to Marketing on the Internet
• Chapter 1 Categories of Internet Marketing
• Communication(p. 3)
• Selling(p. 4)
• Providing Content(p. 4)
• Provide a Network Function(p. 5)
• Overview of this Book(p. 5)
• Summary(p. 6)
• Online Activities(p. 6)
• References(p. 6)
• Chapter 2 What Exactly Is the Internet
• A Brief History of the Internet(p. 11)
• How the Internet Works(p. 12)
• Names on the Internet(p. 13)
• Network Speed(p. 14)
• Summary(p. 15)
• Online Activities(p. 16)
• References(p. 16)
• Chapter 3 Web Browser Software
• Other Menu Bar Highlights(p. 21)
• Summary(p. 22)
• Online Activities(p. 22)
• Part II Communicating with Consumers Online
• Chapter 4 Using the Internet to Communicate
• The World Wide Web(p. 25)
• Email(p. 26)
• Email Lists(p. 27)
• Usenet(p. 29)
• Internet Relay Chat and Other Services(p. 30)
• Summary(p. 31)
• Online Activities(p. 31)
• References(p. 32)
• Chapter 5 How to Create a Web Page
• Hypertext Markup Language(p. 33)
• Some Basic Markups(p. 34)
• Fast Computer Graphics(p. 36)
• Fine Tuning the Artwork(p. 38)
• Summary(p. 40)
• Online Activities(p. 41)
• References(p. 41)
• Chapter 6 Web Communications Strategy
• Web Site Communication Goals(p. 43)
• Establishing Online Relationships(p. 45)
• Summary(p. 48)
• Online Activities(p. 49)
• References(p. 49)
• Chapter 7 Human Information Processing of Web Sites
• Exposure(p. 51)
• Attention(p. 52)
• Comprehension and Perception(p. 53)
• Yielding and Acceptance(p. 55)
• Retention(p. 56)
• Summary(p. 57)
• Online Activities(p. 57)
• References(p. 57)
• Chapter 8 What a Web Site Should Look Like
• Front Door(p. 60)
• Banner and Menu(p. 60)
• Runner and Main Page(p. 61)
• Some Rules to Keep in Mind(p. 61)
• Summary(p. 63)
• Online Activities(p. 63)
• References(p. 63)
• Chapter 9 Web Site Copy
• Summary(p. 68)
• Online Activities(p. 68)
• References(p. 68)
• Chapter 10 Advertising Banners
• The Hosting Page(p. 70)
• The Ad Banner(p. 72)
• The Payoff Page(p. 73)
• Summary(p. 73)
• Online Activities(p. 74)
• References(p. 74)
• Part III Computer-Mediated Selling
• Chapter 11 Shopping on the Internet
• Perceived Risk and Trust(p. 81)
• Consumer Choice and Search(p. 82)
• Summary(p. 85)
• Online Activities(p. 85)
• References(p. 86)
• Chapter 12 Business-to-Business Internet Marketing
• The Internet Gives an Impetus to Outsourcing(p. 90)
• Just-in-Time Inventory(p. 91)
• International Internet Marketing(p. 92)
• Summary(p. 93)
• Online Activities(p. 94)
• References(p. 94)
• Chapter 13 Online Selling Strategies
• Costs and Prices(p. 100)
• Summary(p. 102)
• Online Activities(p. 103)
• References(p. 103)
• Chapter 14 The Mechanics of Electronic Commerce
• Payment Mechanisms(p. 106)
• Network Security and Cryptography(p. 107)
• Techniques Used by Crackers(p. 107)
• Defenses Used(p. 108)
• Secure Transactions(p. 109)
• Public Key Cryptography(p. 110)
• Summary(p. 111)
• Online Activities(p. 111)
• References(p. 111)
• Part IV Providing Web Content
• Chapter 15 The Content Site Visitor
• Flow(p. 115)
• Hedonic Surfers and Utilitarian Searchers(p. 116)
• The Web is a Niche Medium(p. 118)
• Summary(p. 119)
• Online Activities(p. 119)
• References(p. 120)
• Chapter 16 Strategies for Providing Content
• Where Does Revenue Come From?(p. 123)
• Getting People to Your Site(p. 125)
• Keeping People on Your Site(p. 126)
• Getting People to Return(p. 128)
• Summary(p. 128)
• Online Activities(p. 129)
• References(p. 129)
• Chapter 17 Legal and Ethical Issues
• Marketing Ethics(p. 131)
• Issues of Contention(p. 132)
• Summary(p. 135)
• Online Activities(p. 136)
• References(p. 136)
• Chapter 18 Web Log Data
• Web Experiments(p. 139)
• Page Experiments(p. 140)
• Banner Ad Studies(p. 140)
• Summary(p. 141)
• Online Activities(p. 141)
• References(p. 141)
• Part V New Functions, New Businesses
• Chapter 19 The Digital Future
• Market Making(p. 145)
• Environmental Scanning and Research(p. 146)
• Three Key Trends(p. 146)
• Computing Power(p. 147)
• Devices Attached to the Internet(p. 148)
• Bandwidth(p. 148)
• Summary(p. 150)
• Online Activities(p. 151)
• References(p. 151)
• Glossary(p. 153)
• Index(p. 157)

Notas de autor provistas por Syndetics

Charles F. Hofacker is the author of Internet Marketing , 3rd Edition, published by Wiley.