'The second edition of Principles of Internet Marketing continues where the previous edition left off, emphasizing rigor not hype, illustrating leading practices by leading companies, showing how extensive use of research results to support conclusions, and finally pays close attention to what is unique about online marketing. The new edition continues to show how the Internet is creating value for customers and profits for companies, and most importantly, it shows how Internet Marketing fits into the rest of an organization's marketing strategy. Reflecting the lessons of the last few years, Principles of Internet Marketing looks at Internet marketing by traditional large companies, small business, and online startups.
'? New Customer Equity & Brand Building Chapters: Chapter 5, "Customer Equity," and Chapter 6, "Brand Building Online," are completely new to this edition. Chapter 5 focuses on matching Internet strategy and tactics to customer acquisition, retention, and development. And Chapter 6 focuses on building brands online which is especially valuable for traditional package goods and brand-oriented companies. ? New Chapters on "Search Marketing and Keyword Advertising" and on "Permission Marketing": New Chapter ? 12, "Search Marketing and Keyword Advertising" is especially important for small business. Also new Chapter 9, ? "Permission Marketing," where the text focuses on critical issues involving the right to send marketing messages and building consumer trust and familiarity. ? New Online Retailing and Business-to-Business Chapters: Chapter 15, "Online Retailing," addresses how to know what products to sell online successfully and the new Chapter 17, "Business-to-Business Selling," is how the Internet is used to affect group buying decisions and supply chain decision making. ? Social Marketing Coverage: The new edition also includes contemporary content on social marketing online, or important lessons learned in health education, fundraising and campaigning, and other persuasive social marketing activities within the Internet. ? Technology Trends and Issues: The second edition expands on a close working knowledge of technology, technology companies, leading edge practitioners, and the proper role of technology in marketing. This includes important new developments such as, the wide range of Internet devices (cell phones, wireless devices, interactive entertainment), technology standards that permit more intelligent content, security and privacy concerns, and coverage on web services supporting e-commerce and online marketing. ? Current Topics and Brand New Chapters: The second edition includes new chapters and content addressing the evolving world of Internet Marketing. Chapter 6, "Online Branding," discusses the highly-important concept of domain branding and its benefit to those businesses attempting to create a successful presence in the online marketplace. Chapter 7, "Credibility, Usability, and Persuasion," includes coverage on persuasive technologies, usability testing, and the establishment of credibility necessary for every company. Chapter 10, "Creating Commitment," details the significance of sustaining customer loyalty. Finally, Chapter 11, "Innovating," discusses standards, modularity, speed, and how these concepts affect Internet Marketing and those companies who utilize it. ? In-depth e-Commerce Coverage: Part 3 of the text is entirely new to the second edition integrating e-Commerce coverage with Internet Marketing. The topics and chapters discussed include: Chapter 13, "Etailing," which discusses growth and economics, iPACE, and multi-channel shopping; Chapter 14, "B-to-C e-Commerce," discusses channel conflict, consumer education, how to utilize B-to-C to reach new markets; and Chapter 15, "B-to-B e-Commerce" discusses e-Procurement, Supply Chain Integration, and Collaboration. Chapter 16, "Tools and Systems," discusses hosted solutions, industrial strength systems, and competitive advantage. Finally, the last chapter in Part 3, "Global Challenges" details with issues of privacy, intellectual property, and alliances. ? Brand New Pedagogy: Three unique features reinforce key concepts and issues surrounding Internet Marketing. "Ethics and Policy" spark class discussions by asking "is this right?" questions about controversial issues such as online retailers and sales tax. "Commerce and Monetary Implementation" present real-life examples and issues surrounding pricing and the online marketplace. Lastly, "Research Results" present studies, empirical results, and how those results were achieved and analyzed. ? Unique Global Orientation: Every chapter touches on international issues and how they pertain to the dynamic online environment integrating global coverage throughout the text. For examples, the new edition addresses global issues resulting from the diversity and depth of worldwide Internet usage. ? Business Company & Resource Center (BCRC): Put a complete business library at your students' fingertips with BCRC. BCRC is a premier online business research tool that allows you to seamlessly search thousands of periodicals, journals, references, financial information, industry reports, company histories and much more. BCRC is a powerful and time saving research tool for students--whether they are completing a case analysis, preparing for a presentation or discussion, creating a business plan, or writing a reaction paper. ? Leading Scholars and Successful Business Ventures: Not only does the new edition include up-to-date coverage, but also includes new research from leading academics, and the lessons learned from successful and unsuccessful online companies giving readers the opportunity to learn from a company?s mistakes and successes. ? Internet Strategy: The Principles of Internet Marketing does not focus on the Internet as a separate entity, but fits Internet strategy into the organization's overall marketing framework. ? Focus of the Internet: Gives students a solid understanding of the technology behind the Internet and of how technological change alters marketing strategies and tactics. The text also teaches how the use of the Internet can improve quality and customer support, allows companies to personalize products and messages, generate traffic, build community, price in real-time, and create new channels.
'PART I: FOUNDATIONS. 1. Introduction. 2. A Digital World. 3. Networks. 4. Individuals Online. PART II: ESSENTIAL SKILLS. 5. Web Business Models. 6. Online Branding. 7. Usability, Credibility, Persuasion. 8. Traffic Building. 9. Personalization. 10. Creating Commitment. 11. Innovation and the Net. 12. Pricing in an Online World. PART III: e-COMMERCE. 13. Internet Retailing. 14. Consumer Channels. 15. B2B eCommerce. 16. Online Research. 17. Organizing for Online Marketing.
'Ward Hanson: Stanford University, Kirthi Kalyanam: Santa Clara University
