[Book] Internet Marketing

Internet Marketing - 8.34MB

Introduction

The Internet – opportunity and threat

The Internet represents a tremendous opportunity. For customers, it gives a much wider choice of products, services and prices from different suppliers and the means to select and purchase items more readily. For organisations marketing these products and services it gives the opportunity to expand into new markets, offer new services and compete on a more equal footing with larger businesses. For those working within these organisations it gives the opportunity to develop new skills and to use the Internet to improve the competitiveness of the company. At the same time, the Internet gives rise to many threats to organisations. For example, start-up companies such as Amazon (books) (www.amazon.com), Expedia (travel) (www.expedia.com), AutoByTel (cars) (www.autobytel.com) and CDWOW (CDs)(www.cdwow.com) have captured a significant part of their market and struck fear into the existing players. Indeed the phrase ‘amazoning a market sector’ has become an often-used expression among marketers.

The Internet – management issues

With the success stories of companies capturing market share together with the rapidly increasing adoption of the Internet by consumers and business buyers has come a fastgrowing

realisation that all organisations must have an effective Internet presence to prosper, or possibly even survive! Michael Porter has said:

The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but how to deploy it. What are these challenges of deploying Internet and digital technology? Figure 1 gives an indication of the marketing activities that need to be managed effectively which are covered in this book.

The figure shows the range of different marketing activities or operating processes needed to support acquiring new customers through communicating with them on third-party web sites, attracting them to a company web site, converting them to sale and then using online media to encourage further sales. Applying the Internet as part of multi-channel marketing to support customer journeys through different media is also a major theme throughout this text. Management processes related to Internet marketing include planning how Internet marketing can be best resourced to contribute to the organisation and integrate with other marketing activities. The increased adoption of Internet marketing also implies a significant programme of change that needs to be managed. New forms of objectives need to be set, new communications strategies developed and staff developed through new responsibilities and skills.

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International Strategic Marketing A European Perspective

International Strategic Marketing A European Perspective - 1.1 MB

Description

INTRODUCTION

This chapter will introduce you to the field of international marketing and, in particular, to the environment within which international marketing decisions are taken. It will demonstrate how it pervades nearly every aspect of our lives.

We are enmeshed as citizens, as individuals and as members of society, including that of organizations, in a network of global linkages that makes countries dependent more than ever on other countries and on other organizations. The so-called economic meltdown in South East Asia in 1997–8 made its effect severely felt as far away as Russia, Brazil and Japan, and to a lesser extent the rest of the world. Policy makers have

less capability than formerly to deal effectively with the effects of the globalization of business. Markets have the power to dictate the destiny of countries. An example of this was the ejection of the UK and Italy from the Exchange Rate Mechanism (ERM) of the European Union (EU) in 1993 when the markets showed their lack of confidence in their currencies. The currencies fell outside the permitted deviation limits of the mechanism and were automatically excluded. There remains considerable authority on the part of governments to carry out actions in relation to interest and exchange rates. This is especially the case when they are not constrained by supranational legislation related to taxation, competition policy, direct influence on large
projects deemed to be of national importance or co-operation with other governments. There is a host of other levers, often seen in the enactment of laws and any regulations made under them, by which legislators can create, if they are wise, a climate in which business can flourish to the benefit of all.

However, markets are themselves subject to the vagaries of changes in the environment. While the function of markets is to match segments of supply and demand by bringing together buyers wanting to exchange money for goods or services with sellers wanting to exchange goods and services for money, any events likely to influence supply...

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Marketing Without Advertising

Marketing Without Advertising - 2.45 MB

Introduction

Take a look around your community and make a list of truly superior small businesses—ones you trust so thoroughly you would recommend them to your friends, your boss and even your in-laws.
Whether your mind turns to restaurants, plumbers, plant nurseries or veterinarians, chances are good your list is fairly short. Now think about all the ads for local businesses that fill your newspaper, clutter your doorstep, spew out of your radio, cover the back of your grocery receipts or reach you in dozens of other ways. How many of these businesses are on your list?
More than likely, not many. In fact, I’ll bet the most heavily advertised local businesses
are among the businesses you never plan to patronize—or patronize again—no matter how many 50%-off specials you are offered. If, like me, you have learned the hard way that many businesses that loudly trumpet their virtues are barely average, how do you find a top-quality business
when you need something? Almost surely...

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101 Ways to market your business

101 WAYS TO MARKET YOUR BUSINESS - 1.7 MB

GETTING STARTED
People generally start a small business or buy a small business for different reasons. Sometimes it is because they are good at their chosen profession and feel that they can make a better living working for themselves, sometimes it is a lifestyle change and sometimes it is simply a lifelong dream. With the advent of retrenchment and redundancy packages or early retirement payouts there are many more people facing retirement long before they are actually ready. They
have cash and they have the energy and enthusiasm to start their own business. The problem is that they rarely have the experience required to run their new venture and to make money.
Running a business requires many skills that take time to develop. The question is how much time do you have to develop them? We are often reminded that many small businesses fail within the first few years. From my experience the two main reasons are a lack of initial capital (not enough money) and a lack of marketing ability. The people running these businesses work very hard, generally have excellent products and often are completely dedicated to making...

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Enterprise Marketing Management

Enterprise Marketing Management - 2.5 MB

Description

INTRODUCTION:

ENTERPRISE

MARKETING MANAGEMENT

Thousands of books have been written to try to explain how to go about the business of marketing. Most of them describe in a very basic way how to use tools like advertising or promotions or trade shows to drive your business. This isn’t one of those books.

What has been left out of the dialogue is that most marketers have been off on their own island for years, while the rest of the company (and the economy) has been transformed by the information revolution.

We have been active participants in the creative destruction this information revolution has wrought through our client work over the past decade. It has transformed nearly every business discipline.

We worked with the originators of reengineering, Michael Hammer and Jim Champy, to“fundamentally rethink and radically redesign business processes to achieve dramatic improvement”(Reengineering the Corporation, Harper Business, 1993). These efforts were a precursor to the implementation of enterprise resource planning (ERP) systems that completely changed the traditional functions of finance, operations, logistics, and human resources (HR).

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Marketing Book

Marketing Book - 

Description

Preface to the fifth edition

The fifth edition of The Marketing Book is a testimony to both the continuing demand for an authoritative overview of the marketing discipline and the constantly changing nature of its subject matter. First published in 1987 to coincide with the Editor’s appointment as the first academic National Chairman of the Institute of Marketing, the original concept was:

To produce an authoritative handbook setting out the scope and nature of the marketing function, its managerial applications and its contribution to corporate success.

To implement this concept, contributing authors were advised: ‘The Marketing Book should serve as first point of reference for experienced practitioners and managers from other functions, and as an introduction to those embarking on a career in marketing. In short, the kind of book which every member and student of the Chartered Institute of Marketing will find relevant and useful.’ The fact that the book has been continuously in print for 15 years and is now in its fifth edition is clear evidence that there is a continuing need for such a publication. While it is unlikely anyone other than the Editor and Publisher would wish to make an analysis of the content of successive editions, such a review would reveal that while some contributions have changed very little others have been extensively updated, a few topics have been dropped and a significant number of new ones added. In parallel, the list of contributing authors has also changed markedly over the years. However, the present roll of contributors shares a common feature with all the preceding editions – the authors are all leading experts in their fields. All have published widely on the topics for which they are responsible and many of them have written one or more definitive and widely used textbooks on the subject of their contribution. Another distinctive feature is that all the authors, both academics and practitioners, are based in Britain, so that the current collection reflects a British view of what is important and relevant in the theory and practice of marketing. Obviously, this view recognizes and reflects international perspectives but, in a subject where so much published work is written from a purely American point of view, I consider it important that an alternative, albeit similar, interpretation be available. Six chapters have been dropped from the last edition and eight new ones added. The chapters that had to be left out from this new edition were ‘Environmental scanning’ by Douglas Brownlie, ‘The evolution and use of communication and information technology’ by Keith Fletcher, ‘Developing marketing information capabilities’ by Nigel Piercy and Martin Evans, ‘Organizational marketing’ by Dale Littler, ‘Marketing for non-profit organizations’ by Keith Blois, and ‘The Internet: the direct route to growth and development’ by Jim Hamill and Sean Ennis. In every case the reason for omitting these chapters is that their content is covered by other entries. Some of these...

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