Introduction to Internet Marketing Chapter 01 of Schumann, D., & Thorson, E. (2007). Internet Advertising: Theory and Research: Lawrence Erlbaum Associates .
Chapter 01of Schumann, D., & Thorson, E. (2007). Internet Advertising: Theory and Research: Lawrence Erlbaum Associates.
Four Communication Needs
Push vs. Pull
Figure 1.4 Evolution of web technologies
Source: Adapted from Spivack (2007)
Internet and BusinessLi, H., & Leckenby, J. (2007). Examining the Effectiveness of Internet Advertising Formats. In D. Schumann & E. Thorson (Eds.), Internet Advertising: Theory and Research: Lawrence Erlbaum Associates.
Vertical Integration of Channel Capacities
Horizontal Integration of Marketing Communications
The definition of marketing by the Chartered Institute of Marketing (http://www.cim.co.uk/) is:
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability.
Internet Marketing consists of:
Digital technologies which form online channels (Web, e-mail, databases, mobile, iDTV)
Contribute to marketing activities aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer lifecycle)
Improving customer knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs
Figure 1.8 A generic Internet marketing strategy development process
World Economic Forum
Global Competitiveness Report
Global Information Technology Report
PEW Internet & American Life Project