Home > Store

e-Marketing Strategies: The Hows and Whys of Driving Sales Through e-Commerce

Register your product to gain access to bonus material or receive a coupon.

e-Marketing Strategies: The Hows and Whys of Driving Sales Through e-Commerce

Premium Website

  • Sorry, this book is no longer in print.
Not for Sale

Description

  • Copyright 2000
  • Edition: 1st
  • Premium Website
  • ISBN-10: 0-7897-2475-8
  • ISBN-13: 978-0-7897-2475-5

Selling anything, anywhere, anyway, anytime, and at any price will be the norm of doing business on the Net. To do that, businesses will have to understand the new ¿Rules of the Road' that apply to e-marketing. This book will give those responsible for creating marketing strategies for their e-business an understanding of how to position, price and promote their company to online consumers within the changing nature of the Internet. e-Marketing Strategies is the first book to cover all cutting-edge aspects and give a complete overview of e-marketing including: dynamic pricing, shopping bots, and wireless purchasing.

Extras

Related Articles

e-Marketing for the IT Professional, Part 1: Communicating a Clear and Concise Selling Position

e-Marketing for the IT Professional, Part 10: Customer Loyalty and Cross-Selling Strategies

e-Marketing for the IT Professional, Part 11: Make Your IT Staff e-Marketing Savvy

e-Marketing for the IT Professional, Part 2: Monitoring, Analyzing, and Communicating to Meet Business Objectives

e-Marketing for the IT Professional, Part 3: e-Marketing for Search Engine Optimization

e-Marketing for the IT Professional, Part 4: e-Marketing Requirements for Search Engine Marketing

e-Marketing for the IT Professional, Part 5: The Rules of Email Marketing

e-Marketing for the IT Professional, Part 6: Affiliate Marketing: Creating a Reporting Program

Frank Remarks: 10 Things to Do When Your Internet Service Provider - Doesn't

Frank Remarks: A Penny Saved Is a Penny Earned: Preventing Online Fraud

Frank Remarks: A World of Shopkeepers

Frank Remarks: Building a Climate of Trust with Newsletters

Frank Remarks: Captain Kirk Was Right!

Frank Remarks: DNS and RIAA: Rearranging Deck Chairs on the Titanic

Frank Remarks: Does Your Web Site Sprechen Sie Deutsche, Français, Español, Chinese, Japanese, and More?

Frank Remarks: Dying Is Easy – eCommerce Is Hard

Frank Remarks: Flexible Pricing: A Concept Whose Time Has Come

Frank Remarks: Flying Under the Radar

Frank Remarks: Golden Logs: Mining Marketing Data from Your Web Site

Frank Remarks: Guerrillas in the Mist

Frank Remarks: Home, Home on the Web: 10 Keys to Home Pages That Sell

Frank Remarks: I Spy: Keeping an Eye on Your Competition

Frank Remarks: Information Just Wants to Be Free!

Frank Remarks: Is Your Newsletter More "Come-On" Than News?

Frank Remarks: Make a New Plan, Stan! (Part 1 of 2)

Frank Remarks: Make a New Plan, Stan! (Part 2 of 2)

Frank Remarks: Make Your Staff Web-Savvy

Frank Remarks: Other People's Money - Designing Web Sites for Success and Profit

Frank Remarks: Peters, Limbaugh, Jones - Eat Your Heart Out! Using Media to Market Your E-Business

Frank Remarks: Reach Out and Touch Someone - Six Ways To Grow Your House List for Fun and Profit

Frank Remarks: Seven Easy Pieces to Email Marketing Success

Frank Remarks: Spend Time, Not Money - 10 Ways to Market Your Site for Free

Frank Remarks: Sticks and Stones, Sugar and Spice

Frank Remarks: The RAF and ROI

Frank Remarks: The Secret to E-Commerce Success: Imitate, Don't Innovate

Frank Remarks: The Seven Cardinal Virtues of E-Commerce

Frank Remarks: Turtles and the Art of E-Marketing

Frank Remarks: What Do Wired Women Want? 10 Ways to Attract the Female Shopper

Is Your IT Staff Giving You the Business?

Rules for Success in the New Economy #1: Sell Anywhere

Rules for Success in the New Economy #2: Sell Anything

Rules for Success in the New Economy #3: Sell Anytime

Rules for Success in the New Economy #4: Sell Any Way

Rules for Success in the New Economy #5: Sell at Any Price

The Web Is Dead! Long Live the World Wide Web!

Sample Content

Table of Contents



Rules of the Road: Sell Any Where, Any Thing, Any Time, Any Way, at Any Price.

I. POSITIONING YOUR BUSINESS FOR THE NEW ECONOMY.

1. Next Generation e-Business.

Storm Warnings.

Power to the Customer.

Disintermediation—Cutting Out the Middleman. The Attention Economy. Integrating All Channels of Contact. Beyond PCs and Web Sites.

2. Learning the Rules of the New Economy.

Principle 1: Matter Doesn't Matter. Principle 2: The Shrinkage of Space. Principle 3: The Collapsing of Time. Principle 4: It's People That Matter. Principle 5: Turning Customers into Salespeople. Principle 6: Value Rises with Market Share. Principle 7: Value Rises with Information. Principle 8: Buyers Are Gaining Power and Sellers Opportunities. Principle 9: Value Rises with Mass Customization. Principle 10: Every Product Is Available Everywhere, All the Time.

3. Restructuring the Value Chain.

The Three IPs. The Customer Buying Cycle.

Need Identification and Product Recommendation. Product Brokering. Merchant Brokering. Negotiation and Purchase. Product Service and Evaluation.

Business-to-Business.

B-ing in the Middle.

4. Staying Up to Date in e-Business.

e-Scouting—Marketing Intelligence Resources.

Industry Analysts. Web Sites. Online Focus Groups. Surveys.

The New Rules of the Road.

5. Protecting Your e-Business and Your Brand.

New Economy—New Dangers.

Credit Card Fraud. Affiliate Fraud. The Threat to Your Intellectual Property. Protecting Your Brand Reputation. Monitoring Consumer Comments. The Threat to Brand of Screen Scrapers.

II. RULES FOR SUCCESS IN THE NEW ECONOMY.

6. Rule #1—Selling Anywhere.

Clicks and Bricks.

The Strip Mall Goes Virtual. Desktop-to-Doorstep Revolution. Wedding Traditional Media with Interactive Services.

m-Commerce: Wireless Commerce Is Coming.

m-Commerce Marketing Essentials.

Selling to the World—Going Global.

Designing for a Global Market.

7. Rule #2—Selling Anything.

Motivating the Consumer. New Opportunities Bring New Challenges. Whose Net Is It, Anyway?

8. Rule #3—Selling Anytime.

Dot-Coms—Who Needs Them!

Site-Centric Versus Distributed Selling.

Affiliate Marketing.

Site Affiliate Marketing. Compensation Models. Don't Make These Affiliate Marketing Mistakes.

9. Rule #4—Selling Any Way.

The Bots Are Coming!

Selling with Bots.

Presentations, Not Web Pages.

Rich Media-Streaming Ahead.

Content-on-the-Edges: The Decentralization of the Net. New Payment Solutions.

10. Rule #5—Selling at Any Price.

Personalized Pricing. Dynamic Pricing.

Haggle Pricing. Online Auctions. Aggregate Buying. Exchanges—Flex Pricing. Concurrent Dynamic Pricing.

III. PROMOTION STRATEGIES FOR THE NEW ECONOMY.

11. Driving Traffic to Your e-Business.

Content-Smart Shoppers Buy More.

Will the Content Support Your Site? Does the Content Reside on Their Server or Yours? Getting the Right Content.

Community—User Generated Content.

Discussion Boards or Forums. Chat Rooms. Discussion Lists. Communities and the Wireless Web.

Viral Marketing.

Viral Tactics.

12. Permission Marketing.

Best Practices of Permission Marketing.

Permission Marketing Elements.

Managing and Prospecting with Email Lists. Crafting Your Direct Email Message.

Using Email to Sell Services.

13. Marketing Opportunities of the Future.

The Marketing Challenges.

The Free Ride. Scan Shopping.

The Marketing Opportunities.

Markets of the Future—Telling the Right Story.

IV. MANAGING CUSTOMER RELATIONSHIPS.

14. Connecting with the Customer.

Share of Customer, Not Share of Market. Getting the Consumer's Attention.

Sweepstakes. Giveaways.

Keeping the Consumer's Attention.

Community Bonding.

15. Servicing the Customer.

e-CRM-Electronic Customer Relationship Management. Live Customer Service.

Click-to-Chat. Instant Messaging. Live Voice.

Managing Returns for Customer Retention.

16. Protecting Customer Privacy.

Consumers Are Not Happy. The Fair Information Practices. Privacy Seals and Government Regulation. How to Create a Privacy Policy.

Notice. Choice. Access.

Security.

Appendix A. Ready Reference Guide.
Glossary.
Index.

Updates

Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020