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

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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
newsletters (e-mail) format, 93, 112, 113, 166 humor and global marketing, 33 hyperlinks. See link strategies HyperText Markup Language. See HTML I IAB (Interactive Advertising Bureau), 74, 75, 95 IBM Corp. Customer Relationship Management (CRM), 198, 201–202, 207, 214, 217 e-commerce and, 277, 278 e-fulfillment, 170 integrating online and offline marketing, 310 lead generation and qualification, 72, 73, 82 net events, 140 partnering, 248, 268 ICE (Internet Commerce Expo), 167 iChannel, 259 Iconomy, 254 iconvention.com, 151 ICQ, 224 IDC, 28, 157, 173, 276–277 IDG, 108, 111, 167–168, 233 iGo, 262 iLOR, 82 imagery technology for e-fulfillment, 167 IMake News, 113 iMediation, 259 IMT Strategies, 99 inbound e-mail, 101 incentive programs, 78, 94–95 Indimi, 118 Individual.com, 37, 173–174 individualized marketing. See one-to-one marketing iNetEvents, 151 InfoGate, 171, 297 infomediaries, 187, 272–273 informational sites, 70, 138–139 Information Center, 245 information dissemination. See e-fulfillment; fulfillment (traditional); Web-based information dissemination Index 387 information technology (IT) companies advertising, 75, 93–94 department impact, 321 super-sites, 232–234 InformationWeek, 207, 230, 233 Infoseek, 69 InfoWorld, 233 infrastructure cost of e-commerce, 275, 291 in-house vs. outsourcing, 333–334 Initial Public Offerings (IPOs), 3–4 innovations in advertising, 95–96 INSIDE 1to1, 117, 209 Inside the Tornado (Moore), 311 Insight Direct, 299–300 InstaBuy, 296 Instant Delivery, 174–175 instant fulfillment, 177–178 instructions in Web response forms (WRFs), 54 Integrated Services Digital Network (ISDN), 6 integrating online and offline marketing, 307–343. See also management support for Internet marketing awareness generated from, 318 business-to-business marketing and, 337–343 changes in marketing and, 337–343 Chief Marketing Officer, 318 cost-effectiveness of, 318 cross-promotion, 315, 317 cultivation, 172, 312, 313, 314–315 direct mail and, 315, 316, 317 direct marketing and, 24–27, 308–309 early adopters and, 311 e-fulfillment and, 167–168, 312, 313, 314 e-mail for, 316–317 e-mail marketing, 100–101, 123 example of, 315–318 fear, uncertainty, doubt (FUD) factor, 319 follow-ups, 109–110, 315, 316–317 fulfillment, 312, 313, 314 future trends, 337–343 importance of, 309–310 Information Technology (IT) department impact, 321 lead generation and qualification, 312, 313, 314, 317, 318, 338
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BUSINESS-TO-BUSINESS INTERNET MARKE
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BUSINESS-TO-BUSINESS INTERNET MARKE
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Publisher: Jim Hoskins Manager of F
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Acknowledgments For helping me crea
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Table of Contents Table of Contents
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Table of Contents xi Automated E-ma
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Table of Contents xiii Real Estate
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Table of Contents xv Maintaining On
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Table of Contents xvii Office.com (
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Table of Contents xix DellHost ....
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About This Book About This Book xxi
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Introduction The original edition o
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sively. Large businesses are moving
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2 BUSINESS-TO-BUSINESS INTERNET MAR
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