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Published by Karthik Anand

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Published by: Karthik Anand on Aug 08, 2010
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10/28/2012

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INTERNET MARKETING AND TECHNIQUES
ByM.SAMAR SEKHAR (Roll No 2009PECMB165)Of PANIMALAR ENGINEERING COLLEGEA SEMINAR REPORTSubmitted to theFACULTY OF MANAGEMENT STUDIES
 In partial fulfillment of the requirements for the award of the degreeof 
MASTER OF BUSINESS ADMINISTRATION
April 2010
 
TABLE OF CONTENTS. NoCHAPTERSPage No
ABSTRACTI
Chapter-1: Introduction
01
1.1
Online Marketing02
Chapter-2: The Promise Of Digital Marketing
03
2.1
How Important is the Internet in Marketing03
2.2
Aims and Scope of this Review07
Chapter-3: Internet Adoption, Usage, And The ConsumerExperience
09
3.1
Predictors of Internet Adoption and Usage09
3.2
Adoption of the Internet as an E-Commerce Channel11
3.3
Service Quality, Fulfillment and Site Design15
3.4
Software Agents18
CHAPTER-4: Online Purchasing Behavior
21
4.1
Retailer/Brand Choice and Loyalty on the Web21
4.2
Brands, Trust and Customer Relationships24
4.3
Using Community to Reinforce Loyalty28
CHAPTER-5: Internet Advertising
30
5.1
The Role of Advertising Online30
5.2
Consumer Attitudes Towards Advertising on the Web31
5.3
Advertising Effectiveness Online32
CHAPTER-6: Internet Economics And Pricing
35
6.1
Frictionless Markets35
6.2
Price Levels and Price Dispersion37
6.3
Bundling and Versioning39
6.4
Auctions41
6.5
Conclusion: Little Impact To-Date and Brands are Not Dead42
CHAPTER-7: Channels And Intermediaries
44
7.1
Disintermediation44
7.2
Reintermediation and ‘Cybermediaries’45
7.3
Business-to-Business (B2B) Markets47
CHAPTER-8: Online Marketing Strategy
48
8.1
Strategy and the Internet48
8.2
How Firms Should Prepare for the New Economy50
8.3
Business Models52
 
8.4
International Perspectives55
8.5
Online Marketing Strategy: Tentative Conclusions56
CHAPTER-9: Conclusions And Research Opportunities
58
9.1
Overall Evaluation: The Impact of the Internet on Marketing58
9.2
Specific Insights from the Research To-Date 60
9.3
Future Research Opportunities63
TECHNIQUES FOR ONLINE MARKETING10.1CHAPTER-10:
Reaching Your Target Audience66
10.2
Targeting Different Types of Customers66
10.3
Get the Word Out67
10.4
Personalizing Your Website 67
10.5
Using Banner Ads68
10.6
Keywords69
CHAPTER-11:
 
Create Content That is Effective
70
11.1
Components of Good Content70
CHAPTER-12:
 
Generating Advertising That is Free
75
12.1
Establish Credibility77
12.2
Word of Mouth Marketing78
CHAPTER-13:
 
E-mail Marketing
79
13.1
Permission Based E-mail80
13.2
Build Your E-mail List
13.3
E-mail Newsletters82
13.4
List Hosting Services83
13.5
Great Subject Lines84
CHAPTER-14:
 
Build a Community Online
85
14.
Building a Community Online85
CHAPTER-15:
 
Strategies for Co-Branding
88
15.1
Adding Partners to Your Website88
15.2
Integrating Partnership Products90
CHAPTER-16:
 
Rising to the Top of Search Engines
91
16.1
Search Engine Optimization Defined91
16.2
Optimizing Your Website91
16.3
Submitting Your Website to Search Engines92
CHAPTER-17:
 
Building E-mail Lists
96
17.1
Importance of lists98
CHAPTER-18:
 
Forgetting About SEO
98
18.1
Successful Branding99
18.2
Market Research101
CHAPTER-19:
 
Website Development
103
19.1
Your Business Design104
CHAPTER-20:Conclusion
107
CHAPTER-21:Power Point Slides
108

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