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Table Of Contents

The Age of the “e”
The Numbers Game
The Wired World
A Paradigm Shift of E-proportions
What the Internet Contains That Marketers Can Use
The World Wide Web
Marketing Benefits of the Internet
The Internet Is Boundless
The Internet Makes Global Marketing a Reality
The Internet Offers Increased Business Penetration
The Internet Changes the Economics of Marketing
The Internet Establishes a Brand-New Sales Channel
Intranets and Extranets
How the Internet Intersects with Direct Marketing
The Internet Address Is the New 800 Number
It’s All About Integrated Marketing
Transition to Integrated Marketing Now
Expanding Markets and Territories
Developing Global Marketing Partnerships
Providing Worldwide Customer Service
Approach Global Marketing with Caution
The New Response Model: “Intersponding”
The Nature of the Internet
What Is Its Content?
What Is Its Form?
What Is Its Delivery Format?
The Web Defies Logic
Intersponding: A New Response Model
Seven Proven Internet Marketing Strategies
Generating and Qualifying Leads with Your Web Site
A Word about .com
The Lead Generation Dilemma
Enhancing Direct Mail with Telemarketing
Lead Quantity vs. Lead Quality
Why Is Lead Quality So Important?
The First Step: Web Response Forms
Web Response Forms Tighten the Lead Qualification Process
The Basics of Constructing Web Response Forms
Seize the Opportunity to Set Your Web Site Apart
Incorporate Direct Marketing Techniques into Your Web Site
Characteristics of Effective Marketing Web Sites
Compelling, Well-Designed Home Page
Timely Updating
Intuitive Navigational Flow
High-Value Information Content
Fast Response Time
Response Orientation
Respect for Privacy
Use of Personalization
What You’ll Get When You Follow the Rules
How Do You Get Repeat Visitors to Your Web Site?
Databases and Personalization
Interactivity and Multimedia
Creating “Mini-sites”
Mini-site Helps Launch a New Product
Mini-site Promotes Special Offers
Mini-site Transitions Customers
Effectiveness of Your Web Site?
Employing Web Site Links to Generate Leads
Free Links
Paid Links
A Future Consideration for Your Web Site
The Best B-to-B Web Sites
Creating and Placing Online Advertising
How Effective Is Banner Advertising?
Will Rich Media “Save” Banner Advertising?
Best Practices in Online Advertising
Online Ad Placement Is Critically Important
Other Important Facts about Online Advertising
It Could Be the Better Way to Advertise
Search Engines and Directories
Incentive Programs: Another Form of Online Advertising
ClickRewards (www.clickrewards.com)
MyPoints (www.mypoints.com)
Online Advertising Is Undergoing Continuous Innovation
Generating and Qualifying Leads with E-mail
Why E-mail Marketing Is Exploding
Integrating E-mail into Your Marketing Programs
Opt-in E-mail
Effective Use of Outbound E-mail
Customer Communications
Major Announcements or Alerts
Serial E-mail
E-mail Newsletters
E-mail and Online Surveys
E-mail Discussion Groups
Making E-mail Work Harder
The Rise of HTML and Rich E-mail
E-mail Innovations are Coming Fast and Furious
What About Viral Marketing?
Automated E-mail Response
Other Important Facts About E-mail
Using Internet Events for Marketing
Are Live Events Still Good Marketing Investments?
The Typical Seminar Series
The Net Event
Replacement or Enhancement?
Online Seminar Success Stories
Direct Marketing Agency
Technology Company
Software Company
Real Estate Organization
Examples of B-to-B Internet Events
Cisco Systems (www.cisco.com)
Placeware Seminars (www.placeware.com/seminar)
The Net Event Is Not Without Technological Challenges
Types of Internet Events
The Online Trade Show
The Online Seminar or Presentation
The Online Webcast
The Online Meeting
The Online Chat
Crossing Over with Online Events
Developing and Hosting the Internet Event
Plan Your Event
Develop the Event
Critical Success Factors
Establish a Structure for the Event
Create the Content for the Event
Research and Add Appropriate Technologies
Determine How the Event Will Be Hosted
Program and Test the Event
Promote the Event
Evaluate the Results
Promoting Events Using the Internet
Promoting the Net Event
Holding Online Marketing Meetings
Using Distance Learning for Marketing
Executing E-fulfillment
Traditional Fulfillment: An Aging Process
The Transformation of Traditional Fulfillment
Direct Mail
The E-fulfillment Difference
Means of E-fulfillment
Pulling the Prospect to You
The Web Response Area
The Web Site
Pushing Information to the Prospect
Some Interesting Variations on Pushing Information
The Unique Benefits of E-fulfillment
Instant Fulfillment
Instant Online Help
Moving to Web-based Information Dissemination
HTML Pages
Benefits of Electronic Information Dissemination
The CD/Web Connection
The Kiosk/Web Connection
Future Information Dissemination Channels
Creating Online Demos and Trials
E-fulfillment Resources and Services
DHL (www.dhlmasterclass.com)
FedEx (www.fedex.com)
MarketFirst (www.marketfirst.com)
MarketSoft (www.marketsoft.com)
NetQuartz (www.netquartz.com)
Netship (www.netship.com)
SubmitOrder (www.submitorder.com)
UPS (www.ups.com)
Building Customer Relationships
Building Better Customer Relationships
Using the Internet To Learn What Customers Want
with Your Most Valued Customers
Moving Your Customers Up the Marketing Pyramid
Internet-Based Customer Service
Aspect (www.aspect.com)
BEA (www.beasys.com)
Bowstreet (www.bowstreet.com)
Brightware (www.brightware.com)
Broadvision (www.broadvision.com)
ePage (www.epage.com)
E.piphany (www.epiphany.com)
eShare Technologies (www.eshare.com)
Kana (www.kana.com)
LivePerson (www.liveperson.com)
NativeMinds (www.nativeminds.com)
Net Effect (www.neteffect.com)
Net Perceptions (www.netperceptions.com)
PeopleSupport (www.peoplesupport.com)
Revenio (www.revenio.com)
Teradata CRM (www.teradata.com)
Internet Telephony and Customer Service
Moving to the One-to-One Customer Relationship
The Personalization Phenomenon
1. Treat Customers Like Prospects
2. Ask Customers What They Want—And Give It to Them
Encourage and Reward Customers
And Treat Customer Classes Differently
5. Make One-to-One Fun
Building Customer-Driven Extranets
A Checklist for Developing Customer Extranets
Successful CRM Programs
Using Business Communities and Exchanges
What Is an Internet Community?
Types of Communities
Online Service Providers
Portals and Vortals
eBay (www.ebay.com)
DoveBid (www.dovebid.com)
FairMarket (www.fairmarket.com)
Online Asset Exchange (www.onlineassetexchange.com)
Priceline (www.priceline.com)
The Information Technology Super-sites
C|Net (www.cnet.com)
IDG.net (www.idg.net)
Internet.com (www.internet.com)
TechTarget (www.techtarget.com)
ZDnet (www.zdnet.com)
Marketplaces and Exchanges
Business Communities and Exchanges
BizProLink (www.bizprolink.com)
BuyUSA.com (www.buyusa.com)
CheMatch.com (www.chematch.com)
Community B2B (www.communityb2b.com)
Covisint (www.covisint.com)
ConcertGlobalMarket (www.concertglobalmarket.net)
Converge (www.converge.com)
e2open.com (www.e2open.com)
Exportall (www.exportall.com)
GE Polymerland (www.gepolymerland.com)
Manufacturing.net (www.manufacturing.net)
Office.com (www.office.com)
Oracle Exchange (www.oracle.com)
PeopleSoft Marketplace (www.peoplesoftmarketplace.com)
Transora (www.transora.com)
VerticalNet (www.verticalnet.com)
Becoming Part of a Community
Find the Right Communities
Narrow Your Options
Which Free Services Are Offered?
What Opportunities for Free Publicity Exist?
Building Your Own Sponsored Community
Tools To Help You Build a Community
Ariba (www.ariba.com)
Comercis (www.comercis.com)
Commerce One (www.commerceone.com)
Delphi (www.delphi.com)
Excite (www.excite.com)
Involv (www.involv.net)
Participate.com (www.participate.com)
PurchasePro (www.purchasepro.com)
What To Build Into Your Community
Developing Internet Partnerships
Partnering—The Traditional Way
Cooperate But Do Not Capitulate
Accentuate Your Compatibility
Centralize Lead Processing
Supporting Partners with Traditional Direct Marketing
The Starting Point for Internet Partnering: Affiliate Programs
Business-to-Business Affiliate Programs
Enews (www.enews.com)
iGo (www.igo.com)
PromiseMark (www.promisemark.com)
QSpace (www.qspace.com)
Sundial.com (www.sundial.com)
Using the Internet to Support Channel Partners
Building an Internet-based Channel Partner Program
Examples of Internet Partner Programs
Cisco (www.cisco.com)
IBM (www.ibm.com/partnerworld)
Intel (channel.intel.com)
Microsoft (www.microsoft.com)
MicroStrategy (www.microstrategy.com)
Novell (partnerweb.novell.com)
Oracle (www.oracle.com/partners/)
Partnering, Internet Style: What the Future Holds
Selling on the Internet
Putting B-to-B E-commerce into Perspective
Dell: An E-commerce Success Story
Dell Premier Web Pages
Dell Software and Accessories
Dell Exchange
Dell Learning Center
How E-commerce Works with Your Selling Model
The Retail or Mail Order Model
The Reseller Model
The Sales Force Model
A New Twist to E-commerce: The Shopping Bot
Transitioning from an Existing Order Generation System
Starting a New Order Generation System on the Internet
Should You Use a Web Hosting Service for E-commerce?
Taking Orders Electronically
Traditional Order Generation Channel
The Business of Order Fulfillment
Examples of Leading B-to-B e-commerce Web Sites
Amazon.com (www.amazon.com)
Biztravel (www.biztravel.com)
GE (www.GE.com)
iPrint (www.iprint.com)
Marshall Industries (www.marshall.com)
Office Max (www.officemax.com)
PC Connection (www.pcconnection.com)
Integrating Online and Offline Marketing
An Example of How To Execute Online–Offline Marketing
The Impact on Marketing
The Impact on the Marketing/IT Departments
The Impact on Sales
Presenting the Case for Internet Marketing
Benefits of Internet Marketing
The Internet Marketing Audit
The Internet Marketing Action Plan
Developing the Action Plan
Implementing the Action Plan
Staff Requirements for Internet Marketing
The Internet Is an Integral Part of a Changing Marketing World
A Final Word
Appendix A: Other Resources
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Business to Business Internet Marketing

Business to Business Internet Marketing

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Published by: Иванов Христо on Aug 02, 2011
Copyright:Attribution Non-commercial


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