E-marketing : applications of information technology and the internet within marketing / Cor Molenaar.

Format:

Book

Author/Creator:

Molenaar, Cor.

Language:

English

Subjects (All):

Internet marketing.

Marketing--Technological innovations.

Marketing.

Physical Description:

1 online resource (257 p.)

Edition:

1st ed.

Other Title:

Electronic marketing

Place of Publication:

Abingdon, Oxon ; New York, NY : Routledge, 2012.

Language Note:

English

Summary:

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 are no longer relevant. In this brand new textbook, Cor Molenaar summarizes classic concepts and current developments to create a new, integrated marketing model, in which all components are part of a customer-oriented approach. Molenaar highlights the influence of the application of IT and the Internet within

Contents:

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

13.4 The place of the Internet strategy within marketing

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

CC BY-SA

Description based on metadata supplied by the publisher and other sources.

ISBN:

9781136649240

1136649247

9780203805602

0203805607

9781136649257

1136649255

OCLC:

798531283