E-marketing Judy Strauss Biography
Marketers have been using electronic tools for many years, but the Internet and other new technologies created a flood of interesting and innovative ways to provide customer value. New opportunities create lots of questions, however. How can firms leverage new technologies to maximum benefit? How much commitment should marketers make to electronic marketing programs? Is our market online? In this book, we attempt to answer these and many other questions—some developing even as we wrote the text!
E-marketing is traditional marketing using electronic methods. It affects traditional marketing in two ways. First, it increases efficiency in established marketing functions. Second, the technology of e-marketing transforms many marketing strategies. The transformation results in new business models that add customer value and/or increase company profitability. The Internet serves as an efficient marketing planning tool for both secondary and primary data collection. In addition, electronic technologies affect the 4 Ps:
Product—Internet technologies spawned a variety of innovative products for creating, delivering, and reading messages as well as services such as reverse auctions, business-to-business (B2B) market exchanges, and interactive games. What's next? Pricing—The Net turned pricing strategies upside down. Bartering, bidding, dynamic pricing, and individualized pricing are now quite common online. Shopping agents create transparent pricing for identical product offerings at various e-tailers. Distribution (Place)—E-marketers use the Net for direct distribution of digital products (e.g., news stories and live radio) and for electronic retailing. But tremendous value occurs behind the scenes: supply chain management and channel integration create efficiencies that can either lower customer prices or add to company profits. Promotion—The Net assists with two-way communication: one-to-one Web pages, email conversation, and e-mail conferencing via newsgroups and mailing lists. The Net is also an advertising medium in its own right, with over $2.8 billion in online ad revenues in 1999. E-marketers also use the Net for promotions, and sending electronic coupons and digital product samples directly to consumers.
One of the most important applications of electronic marketing involves customer relationship management. The power is shifting away from firms to the person in control of the mouse, but fortunately companies are using technology to discover and meet the needs of these savvy and demanding customers.
The book you have in your hands is the second edition of Marketing on the Internet. We expanded the scope and renamed the book E-Marketing to reflect the idea that electronic marketing is bigger than the Web. It includes things such as data collected at the grocery store with bar code scanners and B2B data exchange. This book discusses many offline electronic marketing techniques; however, it focuses on the Internet due to its widespread and increasing use for e-marketing.
Several popular books exist to shed light on the problems, opportunities, and techniques of e-marketing, and we have used them in our classes with some success. This textbook is different in seven important ways.
Marketers have been using electronic tools for many years, but the Internet and other new technologies created a flood of interesting and innovative ways to provide customer value. New opportunities create lots of questions, however. How can firms leverage new technologies to maximum benefit? How much commitment should marketers make to electronic marketing programs? Is our market online? In this book, we attempt to answer these and many other questions—some developing even as we wrote the text!
E-marketing is traditional marketing using electronic methods. It affects traditional marketing in two ways. First, it increases efficiency in established marketing functions. Second, the technology of e-marketing transforms many marketing strategies. The transformation results in new business models that add customer value and/or increase company profitability. The Internet serves as an efficient marketing planning tool for both secondary and primary data collection. In addition, electronic technologies affect the 4 Ps:
Product—Internet technologies spawned a variety of innovative products for creating, delivering, and reading messages as well as services such as reverse auctions, business-to-business (B2B) market exchanges, and interactive games. What's next? Pricing—The Net turned pricing strategies upside down. Bartering, bidding, dynamic pricing, and individualized pricing are now quite common online. Shopping agents create transparent pricing for identical product offerings at various e-tailers. Distribution (Place)—E-marketers use the Net for direct distribution of digital products (e.g., news stories and live radio) and for electronic retailing. But tremendous value occurs behind the scenes: supply chain management and channel integration create efficiencies that can either lower customer prices or add to company profits. Promotion—The Net assists with two-way communication: one-to-one Web pages, email conversation, and e-mail conferencing via newsgroups and mailing lists. The Net is also an advertising medium in its own right, with over $2.8 billion in online ad revenues in 1999. E-marketers also use the Net for promotions, and sending electronic coupons and digital product samples directly to consumers.
One of the most important applications of electronic marketing involves customer relationship management. The power is shifting away from firms to the person in control of the mouse, but fortunately companies are using technology to discover and meet the needs of these savvy and demanding customers.
The book you have in your hands is the second edition of Marketing on the Internet. We expanded the scope and renamed the book E-Marketing to reflect the idea that electronic marketing is bigger than the Web. It includes things such as data collected at the grocery store with bar code scanners and B2B data exchange. This book discusses many offline electronic marketing techniques; however, it focuses on the Internet due to its widespread and increasing use for e-marketing.
Several popular books exist to shed light on the problems, opportunities, and techniques of e-marketing, and we have used them in our classes with some success. This textbook is different in seven important ways.
E-marketing Judy Strauss
E-marketing Judy Strauss
E-marketing Judy Strauss
E-marketing Judy Strauss
E-marketing Judy Strauss
E-marketing Judy Strauss
E-marketing Judy Strauss
E-marketing Judy Strauss
E-marketing Judy Strauss
E-marketing Judy Strauss
E-marketing Judy Strauss
E-marketing Judy Strauss
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