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

Appendix B: Glossary of Direct and Internet Marketing Terms 367
marketing data. Database marketing is the practice of using databases
to improve the marketing process.
DHTML. Dynamic HTML. Provides additional interactive capabilities
beyond HTML. See also HTML.
Dimensional. Any mailing that is odd sized or three dimensional in
nature, such as a tube or box.
Direct marketing, direct response. The discipline of results-driven, response-oriented
marketing. Direct marketing includes any medium
used responsively, including direct response advertising, direct mail,
telemarketing, direct response television, direct response radio, and
interactive media.
DNS. Domain Name System (or Service). An Internet service that translates
domain names into IP addresses. Because domain names are
alphabetic, they’re easier to remember. The Internet, however, is really
based on IP addresses. Every time you use a domain name, a
DNS service must translate the name into the corresponding IP address.
For example, the domain name www.example.com might
translate to 198.105.232.4. The DNS system is, in fact, its own network.
If one DNS server doesn’t know how to translate a particular
domain name, it asks another one, and so on, until the correct IP
address is returned.
Download. The process of copying a file from one place to another,
usually from a Web server to a computer.
DSL. Digital Subscriber Line. A technology that uses basic telephone
lines to provide Internet access at very high speed.
E-business. The general term, popularized by IBM, for conducting business
electronically.
ECML. Electronic Commerce Modeling Language. An emerging standard
for universal acceptance of online payments.
E-commerce. The general term for selling online.
E-mail. Any electronic message sent over a network.
E-mail newsletter. A periodic news publication, sent in the form of an
e-mail.
Exposures. See Impressions.
eXtensible Markup Language (XML). An emerging standard for Web
page creation that may someday replace HTML.
Extranet. An Internet-enabled network designed primarily for a
company’s internal use, but that allows select outsiders, such as customers,
partners, and suppliers, in.
FAQs. Frequently Asked Questions.