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On-Line Marketing : Principles and Current Practices
By Gaytri Varma

First Published : 2005
ISBN : 8177080970
: 9788177080971
Pages : 328
Binding : Hardbound
Size : 5 x 9
Price : US$ 36
ABOUT THE BOOK

The last decade of the 20th century witnessed the emergence of an all-pervasive global information infrastructure, commonly referred to as the Internet or the World Wide Web. This new medium of information and communication has revolutionized the work culture and living styles of human beings. Marketing of products and services has also been immensely influenced by the Internet. Various marketing activities can be performed more efficiently than ever before with the help of Internet.

In India, the Internet became available to the general public and the business in 1995. People have been mesmerized by the prowess of the Internet, both as a communication tool and as an entertainment medium. The Indian corporate world was quick to realise the commercial potential of the Web and embraced it as part of its business and marketing strategies. The Indian Government has also been providing the necessary infrastructural support for the Internet. Studies are being conducted, in India and abroad, to explore the possibilities of doing business on the Internet, including on-line pricing and on-line advertising.

This book describes the concepts of cyberspace, Internet, the World Wide Web and explains the fundamentals of the digital world. It is an attempt to explain Internet as a marketing tool and how it can be used for effective marketing.


CONTENTS
     
1. Glimpses into the Digital World
1.1 The Context
1.2 Introducing Cyberspace
1.2.1 A Quantum Leap in Communication
1.2.2 Intelligence at both Ends of the Channel
1.2.3 Transactions
1.2.4 Public Internet
1.2.5 Intranets
1.2.6 Extranets
1.3 Evolution of the Marketing Discipline
1.3.1 Mass Production
1.3.2 Selling
1.3.3 Brand Management
1.3.4 Customer Management
1.4 New Digital Business Technologies
1.4.1 Physical Disconnection
1.4.2 Geographical Disconnection
1.5 Re-defining Business Relationships
1.5.1 Disintermediation and Re-intermediation
1.5.2 Handling a Wider Range of Customer and Supplier Relations
1.5.3 Formation of Business Networks
1.5.4 New Transparency and Knowledge of Business Relationships
1.5.5 Efficient Demand Network Management
1.6 Use of the Internet in Marketing
1.6.1 Market Research and Market Testing
1.6.2 Product and Market Extension
1.6.3 Increase in Market Exposure
1.6.4 Prospect Generation and Contact
1.6.5 Distribution Channel Support
1.6.6 Product Delivery
1.6.7 Product-support Services
1.7 Summary
 
2. On-Line Marketing: Benefits and Barriers
2.1 The Concept
2.1.1 Electronic Markets
2.1.2 Electronic Data Interchange
2.1.3 Internet Commerce
2.2 On-Line Marketing: A Form of Direct Marketing
2.3 On-Line Marketing and Traditional Marketing
2.3.1 Spatiality of On-Line Marketing
2.3.2 Non-intrusiveness of On-Line Advertising
2.3.3 Reason-orientation of On-Line Advertising
2.3.4 Soft Selling
2.4 Benefits of On-Line Marketing
2.4.1 Making the Size of a Marketer Irrelevant
2.4.2 Making the Location of a Marketer Irrelevant
2.4.3 Making Disintermediation Feasible
2.4.4 Increasing Feedback
2.4.5 Helping in the Understanding of Customers as Individuals
2.4.6 Building Better Relationships
2.5 Barriers to On-Line Marketing
2.5.1 Customers' Resistance
2.5.2 Infrastructural Barriers
2.5.3 Resistance from Channel Members
2.5.4 Security
2.5.5 Logistics and Distribution
2.5.6 Miscellaneous
2.6 Other Relevant Concepts
2.6.1 Use of Web Sites
2.6.2 Booz, Allen and Hamilton Classification
2.6.3 Classification by Ward Hanson
2.7 Revenue Model on the Internet
2.7.1 Provider-based Revenue Models
2.7.2 User-based Revenue Models
2.8 Marketing-mix in Relation to the Internet
2.8.1 Product
2.8.2 Price
2.8.3 Promotion
2.8.4 Place
2.9 Legal Aspects of On-Line Marketing
2.9.1 Strategic Legal Issues
2.9.2 Domain Names
2.9.3 Taxes
2.10 Some Aspects of the Information Technology Act, 2000
2.10.1 Objectives of the Act
2.10.2 Important Features of the Act
2.11 Summary
 
3. On-Line Marketing: Global and Indian Perspectives
3.1 Phase of Conception and Introduction
3.2 Phase of Hyper Growth
3.3 Phase of Downturn and Revival
3.4 Business Models and Strategies on the Internet
3.5 Websites
3.6 On-Line Product
3.7 On-Line Pricing
3.8 Supply Chain Management
3.9 On-Line Advertising
3.10 Summary
 
4. E-Commerce in India
4.1 E-Commerce and Marketing
4.2 Usage of On-Line Channels
4.3 Summary
 
5. Internet: Usage and Problems
5.1 Mode of Presence on the Internet
5.2 Intensity of Usage of Website
5.2.1 Distribution of Respondent-Companies by Industry
5.2.2 Distribution of Respondent-Companies by On-Line Deliverability
5.3 Revenue Models on the Internet
5.3.1 Distribution of Respondent-Companies by Industry
5.3.2 Distribution of Respondent-Companies by On-Line Deliverability
5.4 Rationale for Adopting On-Line Marketing
5.4.1 Primary Reason
5.4.2 Secondary Reason
5.4.3 Tertiary Reason
5.4.4 Distribution of Respondent-Companies by Industry
5.4.5 Distribution of Respondent-Companies by On-Line Deliverability
5.5 Barriers to the Adoption of On-Line Marketing
5.5.1 Primary Barrier
5.5.2 Secondary Barrier
5.5.3 Tertiary Barrier
5.5.4 Distribution of Respondent-Companies by Industry
5.5.5 Distribution of Respondent-Companies by On-Line Deliverability
5.6 Criticality of On-Line Marketing
5.6.1 Distribution of Respondent-Companies by Industry
5.6.2 Distribution of Respondent-Companies by On-Line Deliverability
5.7 Conclusion
 
6. Impact of On-Line Marketing on Marketing-mix and Business Performance
6.1 Whether the Product is Differentiated?
6.1.1 Distribution of Respondent-Companies by Industry
6.1.2 Distribution of Respondent-Companies by On-Line Deliverability
6.2 Bases of Product Differentiation
6.2.1 Distribution of Respondent-Companies by Industry
6.2.2 Distribution of Respondent-Companies by On-Line Deliverability
6.3 Whether the Price is Differentiated?
6.3.1 Distribution of Respondent-Companies by Industry
6.3.2 Distribution of Respondent-Companies by On-Line Deliverability
6.4 Direction and Magnitude of Price Differentiation
6.4.1 Distribution of Respondent-Companies by Industry
6.4.2 Distribution of Respondent-Companies by On-Line Deliverability
6.5 Effect on Distribution Channel Length
6.5.1 Distribution of Respondent-Companies by Industry
6.5.2 Distribution of Respondent-Companies by On-Line Deliverability
6.6 Effect on the Promotion Budget
6.6.1 Distribution of Respondent-Companies by Industry
6.6.2 Distribution of Respondent-Companies by On-Line Deliverability
6.7 Changes in the Promotion-mix
6.7.1 Distribution of Respondent-Companies by Industry
6.7.2 Distribution of Respondent-Companies by On-Line Deliverability
6.8 Appraising the Business Performance
6.8.1 Performance after the Adoption of On-Line Marketing
6.8.2 Distribution of Respondent-Companies by Industry
6.8.3 Distribution of Respondent-Companies by On-Line Deliverability
6.8.4 Change in the Satisfaction Level
6.8.5 Distribution of Respondent-Companies by Industry
6.8.6 Distribution of Respondent-Companies by On-Line Deliverability
6.9 Conclusion
 
7. On-Line Marketing: Attitude of Marketers
7.1 Opportunities Provided by the Internet
7.1.1 Aggregate Analysis
7.1.2 Distribution of Respondent-Companies by Industry
7.1.3 Distribution of Respondent-Companies by On-Line Deliverability
7.1.4 Distribution of Respondent-Companies by Presence on the Internet
7.2 Challenges Posed by the Internet
7.2.1 Aggregate Analysis
7.2.2 Distribution of Respondent-Companies by Industry
7.2.3 Distribution of Respondent-Companies by On-Line Deliverability
7.2.4 Distribution of Respondent-Companies by Presence on the Internet
7.3 Marketing-mix in the Internet Age
7.3.1 Aggregate Analysis
7.3.2 Distribution of Respondent-Companies by Industry
7.3.3 Distribution of Respondent-Companies by On-Line Deliverability
7.3.4 Distribution of Respondent-Companies by Presence on the Internet
7.4 Internet as a Marketing Tool: An Image Profile
7.4.1 Aggregate Analysis
7.4.2 Distribution of Respondent-Companies by Industry
7.4.3 Distribution of Respondent-Companies by On-Line Deliverability
7.4.4 Distribution of Respondent-Companies by Presence on the Internet
7.5 Prospects of On-Line Marketing
7.5.1 Distribution of Respondent-Companies by Industry
7.5.2 Distribution of Respondent-Companies by On-Line Deliverability
7.5.3 Distribution of Respondent-Companies by Presence on the Internet
7.6 Conclusion
 
8. Conclusions and Implications
8.1 Major Conclusions
8.1.1 Usage of the Internet
8.1.2 Attitudes towards Internet and On-Line Marketing
8.2 Strategic Implications
 
Appendix 1: Internet: A Primer
Appendix 2: Glossary of Computer-related Terms
 
Bibliography

Index


ABOUT THE AUTHOR
     

Dr. (Mrs.) Gaytri Varma secured her M.Com., M.Phil. and Ph.D. degrees from the Department of Commerce, Delhi School of Economics, University of Delhi. She has contributed articles in reputed journals including Journal of Services, IMT, Ghaziabad. Specialising in advertising and marketing, she has presented a number of papers in national conferences and seminars. Presently, she is a reader in the Department of Commerce, Laxmi Bai College, University of Delhi.


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