Page 11 - Electronic Commerce

Table of Contents

Beyond Market Segmentation: Customer Behavior and Relationship Intensity 183
viii
Segmentation Using Customer Behavior 183
Customer Relationship Intensity and Life-Cycle Segmentation 185
Customer Acquisition: The Funnel Model 187
Advertising on the Web 190
Banner Ads 191
Text Ads 193
Other Web Ad Formats 194
Mobile Device Advertising 195
Site Sponsorships 195
Online Advertising Cost and Effectiveness 196
Effectiveness of Online Advertising 198
E-Mail Marketing 198
Permission Marketing 199
Combining Content and Advertising 200
Outsourcing E-Mail Processing 200
Technology-Enabled Customer Relationship Management 200
CRM as a Source of Value 202
Creating and Maintaining Brands on the Web 204
Elements of Branding 204
Emotional Branding vs. Rational Branding 205
Affiliate Marketing Strategies 205
Viral Marketing Strategies and Social Media 207
Search Engine Positioning and Domain Names 208
Search Engines and Web Directories 208
Paid Search Engine Inclusion and Placement 209
Web Site Naming Issues 212
Summary 214
Key Terms 214
Review Questions 216
Exercises 217
Cases 218
For Further Study and Research 222

Chapter 5 Business-to-Business Activities: Improving Efficiency and
Reducing Costs 227
Purchasing, Logistics, and Business Support Processes 229
Outsourcing and Offshoring 229
Purchasing Activities 230
Logistics Activities 233
Business Process Support Activities 234
E-Government 236
Network Model of Economic Organization in Purchasing: Supply Webs 238
Electronic Data Interchange 239
Early Business Information Interchange Efforts 239
Emergence of Broader Standards: The Birth of EDI 240

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