Online Marketing Strategies in the Information Economy: A Comparative Analysis

Online Marketing Strategies in the Information Economy: A Comparative Analysis

Bharat Rao (Institute for Technology and Enterprise, Polytechnic University, USA) and Louis Minakakis (Chase Manhattan Bank, USA)
Copyright: © 2001 |Pages: 14
DOI: 10.4018/978-1-878289-97-1.ch001
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Abstract

On-line marketers are fast pushing the boundaries of the field through a combination of creative content, the use of in-depth market knowledge, and the deployment of interactive and analytical technological tools. Targeted on-line marketing has emerged as a viable form of reaching customers on the Internet. In addition to providing a cheap and effective way of reaching qualified and interested end customers, it offers several other advantages in the way marketers can establish long-term customer relationships, leading ultimately to retention and loyalty. In this paper, we offer an introduction to the phenomenon and describe typical business models for targeted marketing online. We do this through a comparative case analysis of Netcentives, Inc., a leading integrator of interactive media technology; Agency.com, a leading interactive media agency and NetPerceptions, Inc., a provider of collaborative filtering software. We then outline some of the challenges and opportunities in this new medium going forward, including issues related to consumer privacy and the changing nature of intellectual property.

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Table of Contents
Chapter 1
Bharat Rao, Louis Minakakis
On-line marketers are fast pushing the boundaries of the field through a combination of creative content, the use of in-depth market knowledge, and... Sample PDF
Online Marketing Strategies in the Information Economy: A Comparative Analysis
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Chapter 2
Christian Bauer, Arno Scharl
Collecting and analyzing the available information about customers is at the core of building customer relationships. This chapter categorizes... Sample PDF
Leveraging Online Information to Build Customer Relationships
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Chapter 3
Malu Roldan
This chapter reviews the current state of Web marketing practice and presents a framework on the relationships among Web technology capabilities... Sample PDF
The Evolution of Web Marketing Practice
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Chapter 4
P. K. Kannan, Eva Guterres, Barbara Kline Pope
While the World Wide Web has impacted many industries significantly, none of them have been affected as dramatically as the publishing industry. The... Sample PDF
Pricing Strategies for Digital Books: Issues and Directions for Research
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Chapter 5
Ashok Ranchhod, Julie Tinson, Fan Zhou
Despite the current development of Internet marketing, understanding the effective use of the Internet still poses problems for academic researchers... Sample PDF
Factors Influencing Marketing Performance on the Web
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Chapter 6
Pierre Berthon, Leyland Pitt, Michael Ewing, Nimal Jayaratna, B. Ramaseshan
The growth of presence in the marketspace of the Web has been exponential, both in general and within specific industries. While the academic... Sample PDF
Positioning in Cyberspace: Evaluating Telecom Web Sites Using Correspondence Analysis
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Chapter 7
Thomas F. Stafford, Marla Royne Stafford
The uses and gratifications theoretical framework has continued to prove useful in the study of new and emerging media. This chapter utilizes the... Sample PDF
Investigating Social Motivations for Internet Use
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Chapter 8
Rex Eugene Pereira
The chapter investigates the interaction effects between the search strategy of software agents and the consumer’s product class knowledge in the... Sample PDF
Turning Browsers into Buyers: User Interface Design Issues for Electronic Commerce
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Chapter 9
Amit Pazgal, Sandeep Sikka
New technologies require new paradigms and a fresh perspective in analyzing and comprehending their implications. Computer networks, the Internet... Sample PDF
4I: A New Premise for Marketing Online
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Chapter 10
Benedict G.C. Dellaert
One of the most interesting opportunities when introducing e-commerce in producer consumer networks is that the new information technology structure... Sample PDF
Exploring Consumers' Willingness to Contribute to Internet Web Sites
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Chapter 11
S. I. Lubbe
This chapter will use the interpretive approach to research as an alternative to the more traditional positivist approach. By using the interpretive... Sample PDF
The Theory Behind the Role of Leverage and the Strategic Alignment of Organisations while Creating New Markets (Internet Marketing and E-Commerce)
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Chapter 12
Patrali Chatterjee
Measuring effectiveness of online ads is of critical importance to the survival of the Web as an advertiser-supported medium. Present efforts in... Sample PDF
Beyond CPMs and Clickthroughs: Understanding Consumer Interaction with Web Advertising
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Chapter 13
Jie Zhang
A research area that has gained interest of marketing researchers in recent years is the comparison of consumer behavior on the Internet and... Sample PDF
Comparing Consumer Purchase Behavior on the Internet and in Brick-and-Mortar Stores: An Overview of Recent Research
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Chapter 14
Jennifer Edson Escalas, Kapil Jain, Judi E. Strebel
This research project develops a framework for understanding how consumers interact with Web sites on the Internet. Our goal is to understand the... Sample PDF
Satisfaction, Frustration, and Delight: A Framework for Understanding How Consumers Interact with Web Sites
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