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Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

nated as such by use of

nated as such by use of initial capitalization. No attempt has been made to designate as trademarked or service marked any personal computer words or terms in which proprietary rights might exist. Inclusion, exclusion, or definition of a word or term is not intended to affect, or to express judgment upon, the validity of legal status of any proprietary right which may be claimed for a specific word or term.

Table of Contents Table of Contents ix About This Book .................................................................................... xxi Your “Members Only” Web Site ........................................................... xxii Introduction ......................................................................................... xxiii Chapter 1: The Age of the “e” 1 The Numbers Game .......................................................................... 1 The Wired World ............................................................................... 3 A Paradigm Shift of E-proportions .................................................... 7 What the Internet Contains That Marketers Can Use................ 9 E-mail ................................................................................ 9 Newsgroups ..................................................................... 11 The World Wide Web....................................................... 11 Marketing Benefits of the Internet ........................................... 11 The Internet Is Boundless ................................................. 11 The Internet Makes Global Marketing a Reality.............. 13 The Internet Reaches People with Intellect, Power, and Money ......................................... 14 The Internet Offers Increased Business Penetration ......... 15 The Internet Provides a Unique Form of Communications Intimacy ....................................... 17 The Internet Changes the Economics of Marketing ......... 18 The Internet Establishes a Brand-New Sales Channel ...... 18 Intranets and Extranets ........................................................... 19 How the Internet Intersects with Direct Marketing ......................... 20 The Internet Address Is the New 800 Number ........................ 23 It’s All About Integrated Marketing ......................................... 24 Transition to Integrated Marketing Now ................................. 26 Going Global: How Internet Marketing Can Create a Worldwide Business for B-to-B Companies .................................. 28 Expanding Markets and Territories ................................. 31 Developing Global Marketing Partnerships ..................... 31 Providing Worldwide Customer Service ........................... 31 ix

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  • Page 15 and 16: Table of Contents xiii Real Estate
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  • Page 23 and 24: About This Book About This Book xxi
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