E- Marketing: Applications of Information Technology and the Internet within Marketing - Molenaar, Cor (London Routledge, 2012)
pt. 1 Developments of marketing: an historical outline 1.Marketing and strategy 1.1.The product concept 1.2.The sales concept 1.3.Changes in the market 1.4.Relationship focus Summary 2.Marketing as a concept 2.1.The sales paradigm 2.2.Strategic marketing concept 2.3.Changes in the strategic marketing concept 2.4.From market approach to direct communication 3.Marketing as an activity 3.1.Direct distribution and communication 3.2.Market fragmentation 3.3.Brand loyalty 4.Marketing instruments 4.1.Product innovations 4.2.Price differentiation 4.3.Promotions 4.4.Place 4.5.The application of information technology 4.6.The move towards direct relationships 5.Direct marketing as a form of marketing 5.1.Loyalty systems 5.2.Integral concept 5.3.Testing in direct marketing 6.Marketing and the Internet 6.1.Building relationships Contents note continued: 6.2.Market strategy and information technology 6.3.Suppliers pt. 2 Impact of information technology on marketing: a buyer's perspective 7.The development of mechanization 7.1.Mechanization 7.2.Fordism 7.3.Mechanization and automation: post-Fordism 8.The development of information technology within the organization 8.1.From data processing and IT to the Internet 8.2.Data processing 8.3.From data processing to information technology 8.4.Software applications 8.5.Applications within the organization 9.Applications of information technology within marketing 9.1.Marketing applications within data processing 9.2.Applications with information technology 9.3.Database marketing 9.4.Customer relationship management (CRM) 9.5.Call centres 9.6.Marketing organization 9.7.Evolution of information technology within marketing 9.8.Radio frequency identification (RFID) Contents note continued: Summary pt. 3 Impact of the Internet on marketing: from support to strategy 10.The development of the Internet 10.1.Development of telecommunication and interactive applications 10.2.The road to the Internet 10.3.Development of interactivity 11.The breakthrough of the Internet 11.1.The browser 11.2.Search engines 11.3.User-friendliness, networks and interfaces 11.4.International acceptance 11.5.Commercial possibilities 11.6.Acceptance of the Internet 12.The application of the Internet 12.1.Communication function: direct personal communication 12.2.Information function 12.3.Transaction (sales) function 12.4.Facilitating function 12.5.Influence on marketing pt. 4 Internet strategy: the customer in power 13.Developing the Internet strategy 13.1.Determining the strategy 13.2.Objectives of websites 13.3.The internet strategy Contents note continued: 13.4.The place of the Internet strategy within marketing 14.Applications of the Internet 14.1.Why does someone visit a website? 14.2.Social media 14.3.Keeping in contact 14.4.Action 14.5.Internet use 14.6.Analyses 14.7.Impact of the Internet on marketing communication pt. 5 Marketing strategy in a dynamic world: company orientation 15.Marketing orientation as a competitive model 15.1.Value disciplines 15.2.Competition strategies 15.3.Market dynamics 15.4.The impact of CRM 15.5.Marketing as value discipline 15.6.Strategic consequences for organizations 16.Applying market orientation 16.1.Internal orientation: product focus 16.2.Market orientation: target group focus 16.3.Customer orientation: relationship focus 16.4.Network orientation: demand focus 16.5.Applying the orientations 17.Changes and choices Contents note continued: 17.1.Tension in the distribution channel 17.2.Choosing the Internet 17.3.e-Marketing application opportunities 17.4.The challenge for marketing and distribution 18.New developments in marketing 18.1.Changes in the role of suppliers 18.2.Changes in the role of and communication with customers 18.3.The difference between Web 2.0 and social media 18.4.Changes for marketing Summary.
Keywords: Internet Marketing