Page 198 - Electronic Commerce
P. 198

CHAPTER4






               MARKETING ON THE WEB













                 LE AR N I NG     OB JE CT IV ES

                 In this chapter, you will learn:
                 •  How firms use product-based and customer-based marketing strategies
                 •  About communicating with different market segments
                 •  To identify customers’ characteristics as they move through the customer
                    relationship life cycle
                 •  How companies advertise on the Web
                 •  About e-mail marketing strategies
                 •  About technology-enabled customer relationship management
                 •  How to create and maintain brands on the Web
                 •  How businesses use social media in viral marketing campaigns
                 •  About search engine positioning tactics and domain name selection strategies



               INTRODUCTION

               Growing up in Georgia, George Dawes Green, a poet and novelist, spent many warm summer

               evenings with friends on a screened-in porch telling each other stories late into the night. A hole in

               the screen allowed moths to join them, so the group began calling themselves the Moths. After

               moving to New York City, Green missed those evenings of friendship and entertainment. In 1997,

               Green decided to bring his storytelling tradition to the cafes and clubs of his new city and The Moth,

               a not-for-profit storytelling organization, was born.









         Copyright 2015 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
       Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
   193   194   195   196   197   198   199   200   201   202   203