In Part 3 particular issues of the execution of an Internet marketing strategy are described, including development of a web site and ensuring a quality customer experience (Chapter 7), marketing communications to promote a site (Chapter 8) and the maintenance and evaluation of an online presence (Chapter 9). In Chapters 10 and 11, specific examples are given of how business-to-consumer and business-to-business companies are using the Internet.
^ Planning web site design and build ^ Initiation of the web site project ^ Researching site users' requirements ^ Designing the user experience ^ Development and testing of content ^ Promote site ^ Service quality
Interactive marketing communications p.348
^ The characteristics of interactive marketing communications ^ Integrated Internet marketing communications
^ Objectives and measurement for interactive marketing communications ^ Offline promotion techniques ^ Online promotion techniques ^ Search engine marketing
> Online PR
^ Online partnerships ^ Interactive advertising ^ E-mail marketing ^ Viral marketing ^ On-site promotional techniques ^ Selecting the optimal communications mix
Maintaining and monitoring the online presence p.4i5
^ Performance management for Internet marketing ^ The maintenance process ^ Responsibilities in web site maintenance
Business-to-consumer Internet marketing p.45i
^ Online customers ^ E-retailing ^ Online retail activities ^ Implications for e-retail marketing strategy
Business-to-business Internet marketing p.484
> B2B e-context
^ Commercial exchanges in B2B markets ^ Trading relationships in B2B markets ^ Digital marketing strategies
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