Table of Contents
Internet Marketing
Outline
Why Pursue Internet Marketing/selling?
Internet as a Mass Medium
Who Is Online?
How Much Money Is There to Be Made?
How Businesses Use the Net
Two Models of Electronic Commerce
Forecast of E-Commerce Growth
Business Marketing – B2B
Intranet
Extranet
Best Practice: Cisco
Consumer Marketing – B2C
Discussion
Business Models
Why Consumers Buy Online
Why Consumers Don’t Buy Online
Who is cheating whom?
Case of the Abandoned Shopping Cart
Why Consumers Come Back
Best Practice: Lands’ End
8-C’s (Characteristics) of Successful Web Sites
Content and Context
Community and Customization
Commerce and Connectivity
Customer Service and Competition
Best Practice: Amazon.com
How can you use the Internet to your advantage
professionally? |