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

386 BUSINESS-TO-BUSINESS INTERNET MARKETING
on Customer Relationship
Management (CRM), 208
on e-commerce, 2, 12, 99, 276, 293
gateway pages, 70
Gator, 296–297
GE Express, 261
General Electric (GE), 73, 303, 304
General Motors (GM), 236
generating leads. See lead generation and
qualification
GE Polymerland, 237–238
GIFs (Graphic Interface Formats), 78, 84,
86, 91
Gigabuys, 282
global (international) e-mail, 121
global (international) Internet marketing,
28–33
Application Service Providers (ASPs),
30
Asia Pacific market, 29
Canadian market, 28
cautions, 32–33
cost-effectiveness of, 13–14, 18, 24, 29
cultural differences and, 32–33
customer service, 31–32
differences in markets and, 32–33
electronic malls and, 29–30, 284
e-mail for, 29, 30
European market, 28, 32
expanding markets, 31
extranets, 31
growth in, 72
humor and, 33
intranets, 31
language differences and, 32, 33
Latin American market, 28
order-taking and fulfillment, 29–30
overview, 13–14
Pacific Rim market, 28
partnerships, 31
Uniform Resource Locators (URLs)
for, 29
United Kingdom market, 28
Web sites for, 30–31
Web sites for leads and, 72
World Wide Web for, 29
global (international) reach, 327
glossary of terms, 365–375
GoCode, 167
go.com, 227
Godin, Seth, 97
Go-events, 152
Golden Triangle of marketing pyramid,
200
Gold Service (IBM) program, 201–202
Google, 71, 227
GoTo.com, 71
.gov (government institutions), 43
Graphic Interface Formats (GIFs), 78, 84,
86, 91
“graphic signals,” 57
growing community, 247
growth
of advertising online, 74
of business-to-business Internet
marketing, xxiv–xxv, 13
of communities and exchanges, 222
of Customer Relationship
Management (CRM), 194
of direct marketing, 23
of e-commerce, 276–278
of e-mail marketing, 98–100
of global Internet marketing, 72
of Internet, xxiv–xxv, 13
of Internet marketing, 326
of net events, 124
H
Hagel, John III, 272–273
Hanna, Patrick, 209
Harvard Business School, 195
headlines in Web response forms (WRFs),
53
help (instant online) benefit of
e-fulfillment, 178–179
Hewlett-Packard, 174–175, 207, 209,
265
hits, 68
home page design, 56–57, 58–59
HostIndex, 282
hosting net events, 149–150
HotBot, 69, 227
Hotmail, 120
HotMedia, 82
hot topics in net events, 147
HP Garage Affiliate Network, 261
HTML (HyperText Markup Language)
e-mail marketing format, 93, 112,
113, 117–118
information dissemination with,
180–181
intersponding and, 37