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eMarketing - The Essential Guide to Online Marketing.docx

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Table of Contents
  • eMarketing - The Essential Guide to Online Marketing.docx
  • Chapter 1
  • Introduction to eMarketing
    • 1.1 Introduction
    • 1.2 A Brief Timeline in Internet Development
      • LEARNING OBJECTIVE
    • 1.3 It’s All about Being Connected!
      • LEARNING OBJECTIVE
      • KEY TAKEAWAYS
    • 1.4 How Do People Access the Internet?
      • LEARNING OBJECTIVE
      • KEY TAKEAWAYS
      • EXERCISE
    • 1.5 References
  • Chapter 2
  • E-mail Marketing
    • 2.1 Introduction
    • 2.2 History
      • LEARNING OBJECTIVE
      • KEY TAKEAWAYS
    • 2.3 How It Works
      • LEARNING OBJECTIVE
      • KEY TAKEAWAYS
      • EXERCISES
    • 2.4 Nine Steps to Executing an E-mail Campaign
      • LEARNING OBJECTIVES
    • Precampaign
    • Step 1: Strategic Planning
    • Step 2: Definition of List
    • Step 3: Creative Execution
    • Parts of an E-mail
    • Create Content
    • Test for Display and Deliverability
    • Step 4: Integration of Campaign with Other Channels
    • Execution
    • Step 5: Personalization of the Message
    • Step 6: Deployment
    • Step 7: Interaction Handling
    • Postcampaign
    • Step 8: Report Generation
    • Step 9: Analysis of Results
      • KEY TAKEAWAYS
      • EXERCISES
    • 2.5 References
  • Chapter 3
  • Online Advertising
    • 3.1 Introduction
    • History
    • 3.2 How It Works
      • LEARNING OBJECTIVE
    • Building Brand Awareness
    • Creating Consumer Demand
    • Satisfying Consumer Demand
    • Driving Response and Sales
    • The Key Differentiator
      • KEY TAKEAWAYS
      • EXERCISES
    • 3.3 How to Show Your Message
      • LEARNING OBJECTIVE
    • Types of Display Advertising
    • Interstitial Banners
    • Pop-Ups and Pop-Unders
    • Map Advertisement
    • Floating Advertisement
    • Wallpaper Advertisement
    • Banner Advertisement
      • KEY TAKEAWAYS
      • EXERCISE
    • 3.4 How to Pay
      • LEARNING OBJECTIVE
    • Payment Models for Display Advertising
    • Cost per Impression or Cost per Thousand Impressions
    • Cost per Click
    • Cost per Acquisition
    • Flat Rate
    • Cost per Engagement
      • KEY TAKEAWAYS
      • EXERCISE
    • 3.5 Ad Servers and Advertising Networks
      • LEARNING OBJECTIVES
    • The Benefits of Ad Servers
    • Tracking
    • Targeting and Optimizing
    • Advertising Exchanges
      • KEY TAKEAWAYS
      • EXERCISES
    • 3.6 Putting It All Together
      • LEARNING OBJECTIVE
      • KEY TAKEAWAYS
      • EXERCISES
    • 3.7 The Advantages of Online Advertising
      • LEARNING OBJECTIVE
    • Banner Ads and Their Similarity to Traditional Media
    • Images: Display Can Offer a Rich, Brand-Building Experience
    • Interactivity
    • Measurability and Data Gathering
      • KEY TAKEAWAYS
      • EXERCISES
    • 3.8 Disadvantages of Online Advertising
      • LEARNING OBJECTIVE
    • Technical Obstacles
    • Connection Speed
    • Advertising Fatigue
      • KEY TAKEAWAY
      • EXERCISE
    • 3.9 Case Study: BMW South Africa
      • CASE STUDY QUESTIONS
    • 3.10 References
  • Chapter 4
  • Affiliate Marketing
    • 4.1 Introduction
    • History
    • 4.2 How It Works
      • LEARNING OBJECTIVE
    • Action and Reward
    • CPA
    • CPL
    • Revenue Share
    • CPC
      • KEY TAKEAWAYS
      • EXERCISES
    • 4.3 Tracking: The Lifeline of Affiliate Marketing
      • LEARNING OBJECTIVE
      • Tip
      • Discussion
    • How Long Does a Cookie Last?
      • Discussion
      • KEY TAKEAWAYS
      • EXERCISES
    • 4.4 When Things Go Wrong
      • LEARNING OBJECTIVES
    • Multiple Referrals, One Sale: Who Gets the Bounty?
    • Cookies Getting a Bad Reputation
    • Clashing Cookies
    • Placing an Order by Another Method
      • KEY TAKEAWAYS
      • EXERCISES
    • 4.5 How Do Affiliates Promote Merchants?
      • LEARNING OBJECTIVE
      • Note
      • KEY TAKEAWAYS
      • EXERCISES
    • 4.6 Affiliate Networks
      • LEARNING OBJECTIVE
      • KEY TAKEAWAYS
      • EXERCISE
    • 4.7 Tools of the Trade
      • LEARNING OBJECTIVE
    • What Tools Does an Affiliate Need?
      • KEY TAKEAWAYS
      • EXERCISES
    • 4.8 Setting Up a Campaign
      • LEARNING OBJECTIVE
      • KEY TAKEAWAYS
      • EXERCISES
    • 4.9 Pros and Cons
      • LEARNING OBJECTIVE
    • What Is Holding People Back?
      • KEY TAKEAWAYS
    • 4.10 Case Study: Prezzybox.com
      • CASE STUDY QUESTIONS
    • 4.11 References
  • Chapter 5
  • Search Engine Marketing
    • 5.1 Introduction
    • 5.2 Search Engine Optimization
      • LEARNING OBJECTIVES
    • Organic Search Results
    • Paid Search Results
    • The Importance of Search to a Marketer
    • Search Is Goal Oriented: People Use Search to Find the Things They Want and Need
    • The Search Industry Is Big
    • To Be Found, You Must Be Visible
    • Top of Search Equates to Top-of-Mind Awareness
    • People Trust Organic Search
    • Catch Potential Customers at Every Phase of the Buying Cycle
    • Many People Have a Search Engine as Their Browser Home Page
    • A Three-Way Relationship: Search Engines, Webmasters, and Users
    • Users Want to Find What They Are Looking For on the Internet
    • Search Engines Want to Make Money from Selling Advertising
    • Web Site Owners, Webmasters, and Online Marketers Want Search Engines to Send Traffic to Their Site
    • What Does a Search Engine Do?
    • Search Engine Marketing
    • Keywords: Making Sense of It All
      • KEY TAKEAWAYS
      • EXERCISE
    • 5.3 References
  • Chapter 6
  • Search Engine Optimization
    • 6.1 Introduction
    • History
    • 6.2 How It Works
      • LEARNING OBJECTIVE
    • Search Engine–Friendly Web Site Structure
      • KEY TAKEAWAYS
    • 6.3 Well-Researched Key Phrases
      • LEARNING OBJECTIVES
      • Note
    • Keyword Research
    • Brainstorm
      • Note
    • Survey Customers and Look at Your Web Site Referral Logs
    • Use Keyword Research Tools
      • KEY TAKEAWAYS
      • EXERCISES
    • 6.4 Optimizing Content for Key Phrases
      • LEARNING OBJECTIVE
    • Optimizing Images
      • KEY TAKEAWAYS
      • EXERCISE
    • 6.5 Link Popularity
      • LEARNING OBJECTIVES
    • What Does a Link Look Like?
      • Discussion
    • Not All Links Are Created Equal
      • Discussion
    • How Does a Web Site Get More Links?
    • Writing Excellent, Valuable Content That Others Want to Read
    • Create Tools and Documents That Others Want to Use
    • Games
    • Software and Widgets
    • Web Public Relations (WebPR)
    • Competitor Analysis
      • KEY TAKEAWAYS
      • EXERCISES
    • 6.6 Emerging Trends
      • LEARNING OBJECTIVE
    • Localization and Personalization
    • Usage Data
    • How Do Search Engines Access These Data?
    • What Not to Do
      • Note
    • Real-Time Search
    • Tools of the Trade
    • Google Webmaster Tools
    • Quirk SearchStatus
    • Tools from SEOBook.com
    • Tools from SEOMoz
    • Keyword Discovery Tools
    • Online Forums
    • Google’s Free Search Engine Optimization Guide
    • Google Insights for Search
    • Pros and Cons
      • KEY TAKEAWAYS
      • EXERCISES
    • 6.7 Case Study: Yachting Partners International
      • CASE STUDY QUESTIONS
    • 6.8 References
  • Chapter 7
  • Pay per Click Advertising
    • 7.1 Introduction
    • History
    • 7.2 How It Works
      • LEARNING OBJECTIVES
    • Search and Content Networks
      • Discussion
    • What Makes Up a PPC Advertisement?
      • Discussion
      • KEY TAKEAWAYS
      • EXERCISES
    • 7.3 Keywords and Match Types
      • LEARNING OBJECTIVES
    • Languages and Locations
    • Bidding and Ranking
      • Note
    • Conversion Rates and Click-Through Rates
    • Budgets
      • Note
    • Which Platform Should I Choose?
    • The Long Tail
      • KEY TAKEAWAYS
      • EXERCISES
    • 7.4 Planning and Setting Up a Campaign
      • LEARNING OBJECTIVES
    • Step 1: Do Your Homework
    • Step 2: Define Your Goals
    • Step 3: Determine Your Budget, Cost per Action, and Targets
    • Step 4: Research Keywords
    • Step 5: Write the Advertisements
    • Step 6: Place Your Bids
    • Step 7: Measure, Analyze, Test, Optimize!
    • Landing Pages
      • Note
      • KEY TAKEAWAYS
      • EXERCISE
    • 7.5 Online Comparison Engines
      • LEARNING OBJECTIVE
    • Tools of the Trade
      • KEY TAKEAWAYS
      • EXERCISE
    • 7.6 Pros and Cons
      • LEARNING OBJECTIVE
    • Click Fraud
    • Bidding Wars and Climbing Costs per Click
    • Time Required to Keep an Eye on Things
      • KEY TAKEAWAYS
      • EXERCISE
    • 7.7 Case Study: Southern Sun
      • CASE STUDY QUESTIONS
    • 7.8 References
  • Chapter 8
  • Social Media
    • 8.1 Introduction
    • History
    • 8.2 How It Works
      • LEARNING OBJECTIVE
    • Bookmarking and Aggregating: Sharing Things You Like
      • Note
      • Note
    • Bookmarking and Aggregating as Marketing Tools
      • KEY TAKEAWAYS
      • EXERCISES
    • 8.3 Content Sharing: Create and Share
      • LEARNING OBJECTIVE
    • Video Sharing
    • Knowledge Sharing: The Wiki
      • Note
      • Note
    • Wikipedia: The Most Famous Wiki of All
      • Note
    • Content Creation and Sharing as Marketing Tools
      • KEY TAKEAWAYS
      • EXERCISES
    • 8.4 Crowdsourcing: Unleashing the Power of the Online Community
      • LEARNING OBJECTIVES
    • Connecting: Social Networking
    • Social Networking as a Marketing Tool
      • KEY TAKEAWAYS
      • EXERCISES
    • 8.5 Creating Content and Opinion: Blogging and Podcasting
      • LEARNING OBJECTIVE
    • Blogging
      • Note
    • Blogging and SEO
    • Corporate Blogging
    • Promoting Blogs
    • Microblogging
    • Blogs as a Marketing Tool: Listen and Engage
    • Podcasting
    • Creating a Podcast
      • Note
      • Note
    • Podcasts as Marketing Tools
      • KEY TAKEAWAYS
      • EXERCISES
    • 8.6 Social Media and Marketing: Rules of Engagement
      • LEARNING OBJECTIVE
    • Marketing to Content Creators
    • Marketing to Content Consumers
    • Marketing to Content Sharers
    • Advertising on Social Media Platforms
    • The Benefits of Social Media to Marketers
    • Social Media and the Changing Media Landscape
    • Tools of the Trade
    • Pros and Cons
    • The Bigger Picture: How It All Fits Together
      • KEY TAKEAWAYS
      • EXERCISES
    • 8.7 Case Study: FNB and Idea Bounty
      • CASE STUDY QUESTIONS
    • 8.8 References
  • Chapter 9
  • Crowdsourcing
    • 9.1 Introduction
    • History
    • 9.2 How It Works
      • LEARNING OBJECTIVES
    • The Importance of the Community
    • Motivations to Participate
      • KEY TAKEAWAYS
      • EXERCISES
    • 9.3 The Bigger Picture
      • LEARNING OBJECTIVES
    • The Rise of the Amateur
    • An Ideas or Knowledge Economy
    • Open Call—A Great Idea Can Come from Anywhere
    • The Difference between Crowdsourcing and the Wisdom of the Crowd
    • How Is Crowdsourcing Changing the Communications Industry?
    • The New Agency Model
    • Pros and Cons
      • KEY TAKEAWAYS
      • EXERCISES
    • 9.4 Case Study: Peperami
      • CASE STUDY QUESTIONS
    • 9.5 Reference
  • Chapter 10
  • Viral Marketing
    • 10.1 Introduction
    • History
    • 10.2 How It Works
      • LEARNING OBJECTIVE
      • MSN Hotmail: From Zero to Thirty Million
    • Organic Viral Marketing
    • Amplified Viral Marketing
      • Stormhoek and Threshers: A Voucher Frenzy
      • KEY TAKEAWAYS
      • EXERCISES
    • 10.3 Preparing to Go Viral
      • LEARNING OBJECTIVE
    • Step 1: Define the Aims of the Campaign and How You Will Measure Success
    • Step 2: Plan a Message or Content That Users Want to Share
      • Note
    • Step 3: Make Your Content Easy to Share
    • Step 4: Make It as Simple as Possible for Users to Get Involved
    • Step 5: Be Authentic and Transparent
    • Step 6: Provide an Incentive for Sharing and Interacting
      • Note
    • Step 7: Make the Message Available
    • Step 8: Use a Strong Call to Action
    • Step 9: Track, Analyze, and Optimize
    • Step 10: Get Lucky
      • KEY TAKEAWAYS
      • EXERCISES
    • 10.4 Now What?
      • LEARNING OBJECTIVE
    • Be Prepared for the Traffic
    • Start Relationships
    • Prepare a Marketing Success Report
    • Getting It Wrong: Astroturfing
      • KEY TAKEAWAYS
      • EXERCISES
    • 10.5 Case Study: Firebox.com and Speedy Santa
      • CASE STUDY QUESTIONS
    • 10.6 References
  • Chapter 11
  • Online Reputation Management
    • 11.1 Introduction
    • 11.2 The First Step: Monitor the Conversation
      • LEARNING OBJECTIVE
    • Online Reputation Management Keywords
    • How to Track: CGM and Search
      • Note
      • KEY TAKEAWAYS
      • EXERCISE
    • 11.3 The Second Step: Measure What’s Being Said by Whom
      • LEARNING OBJECTIVE
      • KEY TAKEAWAYS
      • EXERCISE
    • 11.4 The Third Step: Manage—Engaging In and Leading the Conversation
      • LEARNING OBJECTIVES
    • What If Everything Being Said Is Neutral?
    • What If Negative Things Are Being Said?
    • Responding
      • Tip
    • Influencing
      • KEY TAKEAWAYS
      • EXERCISES
    • 11.5 The Fourth Step: Maximize—Evolve Your Strategy
      • LEARNING OBJECTIVE
      • KEY TAKEAWAYS
      • EXERCISE
    • 11.6 Ten Rules to Recover from an Online Brand Attack
      • LEARNING OBJECTIVE
    • Rule 1: Humility
    • Rule 2: Listen
    • Rule 3: Act Immediately
    • Rule 4: If What They’re Saying Is False…
    • Rule 5: If What They’re Saying Is True…
    • Rule 6: Keep the Negative Pages out of the Search Engines
    • Rule 7: Maintain Communication
    • Rule 8: Engage in the Conversation
    • Rule 9: Care
    • Rule 10: Be Prepared
      • KEY TAKEAWAYS
      • EXERCISE
    • 11.7 Case Study: Four South African Banks
      • CASE STUDY QUESTIONS
    • 11.8 References
  • Chapter 12
  • Web Public Relations
    • 12.1 Introduction
    • History
    • 12.2 How It Works
      • LEARNING OBJECTIVE
    • Listen to Your Customers
    • Respond to Others
    • What to Consider
    • Build Your Own Voice
      • Note
      • KEY TAKEAWAYS
      • EXERCISES
    • 12.3 WebPR Tactics
      • LEARNING OBJECTIVES
    • Online Article Syndication
    • The Aim
    • Writing an Article for Online Syndication
    • Choose a Topic
    • Optimize the Article and Publish It on Your Own Site
    • Submit the Article to Directories
    • Monitor Its Progress
      • KEY TAKEAWAYS
      • EXERCISES
    • 12.4 Press Releases: Optimized for Search and for Social Media
      • LEARNING OBJECTIVE
      • Discussion
    • Benefits of Online Press Releases
    • Social Media Press Release
      • Tip
    • Blogging
      • KEY TAKEAWAYS
      • EXERCISES
    • 12.5 Online Press Room
      • LEARNING OBJECTIVES
    • Pitching to Bloggers
    • Tools of the Trade
    • WebPR: Should I or Shouldn’t I?
      • KEY TAKEAWAYS
      • EXERCISES
    • 12.6 Case Study: Pilkington Self-Cleaning Glass
      • The Use of Glass in Architecture
      • CASE STUDY QUESTIONS
    • 12.7 Reference
  • Chapter 13
  • Web Site Development and Design
    • 13.1 Introduction
    • How It Works
      • Note
    • 13.2 Usability
      • LEARNING OBJECTIVE
      • Note
      • Note
      • Discussion
      • KEY TAKEAWAYS
      • EXERCISE
    • 13.3 Search Engine Visibility
      • LEARNING OBJECTIVES
    • Labeling Things Correctly
    • URLs
    • Comparison of URLs for a Product
    • Alt Tags
    • Title Attributes
    • Title Tags
    • Meta Tags
    • Search Engine–Optimized Copy
    • Information Architecture
    • Canonical Issues: There Can Be Only One
    • Robots.txt
    • Make Sure It’s Not Broken
      • KEY TAKEAWAYS
      • EXERCISES
    • 13.4 Design
      • LEARNING OBJECTIVE
    • Design to Establish Credibility
    • Using Cascading Style Sheets
    • Using a Content Management System
    • Technical Considerations
    • Proprietary versus Open Source
    • URL Rewriting
    • GZIP Compression
    • Server-Side Form Validation
    • International Character Support
    • Search-Friendly Sessions
    • Auto-Generated Human-Readable Site Maps and XML Site Maps
    • RSS Feed Generation
      • KEY TAKEAWAYS
      • EXERCISE
    • 13.5 Landing Pages
      • LEARNING OBJECTIVE
    • Guidelines for Successful Landing Pages
      • KEY TAKEAWAYS
      • EXERCISE
    • 13.6 Case Study: Wicked Uncle
      • CASE STUDY QUESTIONS
    • 13.7 References
  • Chapter 14
  • Online Copywriting
    • 14.1 Introduction
    • 14.2 How It Works
      • LEARNING OBJECTIVE
      • Tip
    • Personas
    • Copy That Is Easy to Read
    • Learning to Use HTML
      • KEY TAKEAWAYS
      • EXERCISES
    • 14.3 Short Copy
      • LEARNING OBJECTIVE
    • Call to Action: Telling People What to Do
      • Note
      • Passive Sentences
      • Active Sentences
    • Features and Benefits
    • PPC Advertisements
    • Heading
      • KEY TAKEAWAYS
      • EXERCISE
    • 14.4 Long Copy
      • LEARNING OBJECTIVE
    • Getting Read: Titles and Subject Lines
    • Copywriting for Search Engine Optimization
      • Note
    • Page URL
    • Page Title
    • Meta Description
      • Note
    • Meta Keywords
    • Headings and Subheadings
    • Page Copy
      • Discussion
    • Links to Your Optimized Page
    • Images: Alt Text and Title Tags
    • Neologisms and Buzzwords
      • Note
    • A Brief Synopsis on the Process of Writing
    • Things to Avoid
      • KEY TAKEAWAYS
      • EXERCISES
    • 14.5 Reference
  • Chapter 15
  • Web Analytics and Conversion Optimization
    • 15.1 Introduction
    • History
    • 15.2 How It Works
      • LEARNING OBJECTIVES
    • Goals, Events, and Key Performance Indicators
      • Note
      • KEY TAKEAWAYS
      • EXERCISE
    • 15.3 Tracking and Collecting Data
      • LEARNING OBJECTIVE
      • Note
    • Log-File Analysis
    • Page Tagging
    • What Information Is Captured
      • Discussion
    • Building Block Terms
      • Note
    • Visit Characterization
    • Content Characterization
    • Conversion Metrics
      • Note
      • KEY TAKEAWAYS
      • EXERCISES
    • 15.4 Analyzing Data
      • LEARNING OBJECTIVE
    • How and What to Test
    • Behavior Data: Intent
    • Outcomes: Meeting Expectations
    • Experience: Why Users Acted the Way They Did, and How That Can Be Influenced
    • A/B Split Testing
    • Multivariate Testing
    • Listening Labs
    • Single-Page Heat Maps
    • Segmentation
    • Referral URL
    • Landing Pages
    • Connection Speed, Operating System, and Browser
    • Geographical Location
    • First-Time Visitors
    • Tools of the Trade
    • Pros and Cons
      • KEY TAKEAWAYS
      • EXERCISE
    • 15.5 Case Study: Firefox 3
      • CASE STUDY QUESTIONS
    • 15.6 References
  • Chapter 16
  • Mobile Marketing
    • 16.1 Introduction
    • 16.2 Why the Mobile Phone?
      • LEARNING OBJECTIVE
    • The Mobile Phone Is Personal
    • The Mobile Phone Is Always Carried
    • The Mobile Phone Is Always On
    • The Mobile Phone Has a Built-In Payment System
    • The Mobile Phone Is Available at the Point of Creative Inspiration
      • Note
    • The Mobile Phone Can Provide Accurate Audience Measurements
    • The Mobile Phone Captures the Social Context of Media Consumption
    • Limitations of the Mobile Phone
      • KEY TAKEAWAYS
      • EXERCISES
    • 16.3 Mobile Phones: More than Phone Calls
      • LEARNING OBJECTIVE
      • Note
    • How to Reach Your Audience
      • Note
      • KEY TAKEAWAYS
      • EXERCISES
    • 16.4 Short Message Service (SMS)
      • LEARNING OBJECTIVES
      • Mini Case Study: CSC for Short-Term Insurance
    • SMS and Marketing
      • Note
    • Sending Messages
    • Customer Relationship Management
    • Promotions
    • Receiving Messages
    • Entering Competitions
      • Note
    • Texting to Donate
    • Texting to Participate
    • Combining Sending and Receiving SMS
      • KEY TAKEAWAYS
      • EXERCISE
    • 16.5 Multimedia Message Service
      • LEARNING OBJECTIVES
    • Bluetooth and Infrared
      • Note
    • USSD (Unstructured Supplementary Services Data)
    • USSD and Marketing
      • KEY TAKEAWAYS
      • EXERCISES
    • 16.6 Mobile Web
      • LEARNING OBJECTIVES
      • Note
    • Tailoring Web Sites for Mobile Access
    • One Web
    • Getting Users to the Mobile Web
    • WAP Push
    • Mobile URLs
    • Mobile Search
    • Natural Search
    • Paid Search
    • Applications
    • MXit
    • MXit for Marketers
    • Augmented Reality
    • Augmented Reality in Brand Communications
    • The Future of Augmented Reality
    • Planning to Go Mobile
    • Pros and Cons
      • KEY TAKEAWAYS
      • EXERCISES
    • 16.7 Case Study: Peugeot 107’s Break Free Campaign
      • CASE STUDY QUESTIONS
    • 16.8 References
  • Chapter 17
  • Customer Relationship Management
    • 17.1 Introduction
    • 17.2 Why Electronic Customer Relationship Management?
      • LEARNING OBJECTIVES
      • Discussion
    • Customer-centric and Customer Driven
    • Types of CRM in Organizations
      • Note
      • KEY TAKEAWAYS
      • EXERCISES
    • 17.3 Putting a Value on Customer Relationship Management
      • LEARNING OBJECTIVE
      • Mini Case Study: Defining Loyalty and Customer Value
      • Mini Case Study: Customer Service as Public Relations
      • KEY TAKEAWAYS
      • EXERCISES
    • 17.4 Using Customer Relationship Management to Inform Your eMarketing Tactics
      • LEARNING OBJECTIVE
      • KEY TAKEAWAYS
      • EXERCISES
    • 17.5 Technology and Customer Relationship Management
      • LEARNING OBJECTIVE
    • Talking to Customers: Customer Service
    • E-mail
    • Mobile
    • Call centers
    • Instant Messengers and Chat Rooms
    • Managing Interaction Data
    • Analyzing Data
    • Vendor Relationship Management: A New Way of Looking at Relationships
      • KEY TAKEAWAYS
      • EXERCISES
    • 17.6 Case Study: Virtual Works and PG Glass
      • CASE STUDY QUESTIONS
    • 17.7 References
  • Chapter 18
  • Market Research
    • 18.1 Introduction
    • What Is Market Research?
    • 18.2 Quantitative and Qualitative Research
      • LEARNING OBJECTIVES
      • Note
    • Gathering Data: Quantitative and Qualitative Research
      • Note
    • Online Research Panels and Online Research Communities
      • Discussion
      • KEY TAKEAWAYS
      • EXERCISE
    • 18.3 Primary and Secondary Research
      • LEARNING OBJECTIVE
    • The Internet and Secondary Research
    • The Internet and Primary Research
    • Online Research Communities
    • Listening Labs
      • Discussion
    • Conversion Optimization
      • KEY TAKEAWAYS
      • EXERCISE
    • 18.4 Online Surveys: Gathering Data
      • LEARNING OBJECTIVES
    • Developing Surveys: Asking Questions
    • Example of Leading Question Bias
    • Types of Survey Questions
    • Open-Ended Types
    • Closed-Ended Types
    • Ranked or Ordinal Questions
    • Matrix and Rating Types
    • How to Get Responses: Incentives and Assurances
    • Conducting Research Surveys: A Step-by-Step Guide
    • Step 1: Establish the Goals of the Project—What You Want to Learn
    • Step 2: Determine Your Sample—Whom You Will Interview
    • Step 3: Choose Research Methodology—How You Will Gather Data
    • Step 4: Create Your Questionnaire—What You Will Ask
    • Step 5: Pretest the Questionnaire, If Practical—Whether You Are Asking the Right Questions
    • Step 6: Conduct Interviews and Enter Data—How You Will Find Out Information
    • Step 7: Analyze the Data—What You Find Out
    • Room for Error
    • Conducting Research: Who’s Going to Pay?
      • KEY TAKEAWAYS
      • EXERCISES
    • 18.5 Case Study: BrandsEye
      • CASE STUDY QUESTIONS
    • 18.6 References
  • Chapter 19
  • eMarketing Strategy
    • 19.1 Introduction
    • How the Internet Has Changed the World We Market In
    • 19.2 The Internet and the Marketing Mix
      • LEARNING OBJECTIVE
    • Products and Services
    • Price
    • Placement or Distribution
      • Note
    • Promotion
    • New Ps and New Marketing
    • Personalization
    • Participation
    • Peer-to-Peer Communities
    • Predictive Modeling
    • Customer-centric Marketing
    • Products
    • Price
    • Placement
    • Promotion
      • KEY TAKEAWAYS
      • EXERCISE
    • 19.3 Developing a Marketing Plan
      • LEARNING OBJECTIVE
    • Step 1: Know Yourself and Know Your Market
    • Step 2: Perform Strategic Analysis
    • Porter’s Five Forces Analysis
    • Competitors
    • Step 3: Set Marketing Objectives
    • Step 4: Generate Strategies and Tactics for Achieving Objectives
    • Step 5: Evaluate Strategies
    • Step 6: Implement
    • Step 7: Track, Analyze, and Optimize
      • KEY TAKEAWAYS
      • EXERCISES
    • 19.4 eMarketing and Marketing
      • LEARNING OBJECTIVE
    • Online Tools for Gathering Market Intelligence
    • Search Data for Both SEO (Search Engine Optimization) and PPC (Pay per Click)
    • Watching Competitor Activities
    • Trends and Market Research
      • KEY TAKEAWAYS
      • EXERCISE
    • 19.5 Case Study: Barack Obama’s Strategic Use of the Internet
      • CASE STUDY QUESTIONS
    • 19.6 References
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