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Download EC 7e Online Companion - Chapter 4
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Chapter 4 - Marketing on the Web Chapter Case RedEnvelope http://www.redenvelope.com/ Web Marketing Strategy Product-Based Marketing Strategies Sears Staples http://www.sears.com/ http://www.staples.com/ Customer-Based Marketing Strategies Sabre Holdings http://www.sabre-holdings.com/ Communicating With Different Market Segments Trust and Media Choice Bluefly Flypaper http://www.bluefly.com/ http://flypaper.bluefly.com/ Market Segmentation Steve Madden Talbots http://www.stevemadden.com/ http://www.talbots.com/ Offering Customers a Choice on the Web Dell http://www.dell.com/ Beyond Market Segmentation: Customer Behavior and Relationship Intensity Segmentation Using Customer Behavior Amazon Best Buy Crutchfield McKinsey & Company http://www.amazon.com http://www.bestbuy.com http://www.crutchfield.com/ http://www.mckinsey.com/ Customer Relationship Intensity and Life-cycle Segmentation Claritas Donnelley Marketing http://www.claritas.com/ http://www.donnelleymarketing.com/ Learning from Failures: Kozmo.com Advertising on the Web Banner Ads AdDesigner.com DoubleClick Interactive Advertising Bureau Microsoft bCentral (was Link Exchange) ValueClick Bunnyfoot Universality http://www.addesigner.com/ http://www.doubleclick.com/ http://www.iab.net/ http://www.bcentral.com/ http://www.valueclick.com/ http://www.bunnyfoot.com/ Effectiveness of Online Advertising AdAge.com eMarketer http://www.adage.com/ http://www.emarketer.com/ Online Publishers Association http://www.online-publishers.org/ E-mail Marketing Permission Marketing Return Path http://www.returnpath.net/ Customer Relationship Management Data Warehousing Information Center IntelligentCRM The Data Mine http://www.dwinfocenter.org/ http://www.intelligentcrm.com/ http://www.the-data-mine.com/ Creating and Maintaining Brands on the Web Elements of Branding Ivory Soap Procter & Gamble Tiffany & Co. http://www.ivory.com/ http://www.pg.com/ http://www.tiffany.com/ Emotional Branding vs. Rational Branding Excite Mail Windows Live Hotmail Yahoo! Mail http://www.excite.com/ http://www.hotmail.com/ http://mail.yahoo.com/ Brand Leveraging Strategies Excite Fox Go.com Yahoo! http://www.excite.com/ http://www.fox.com/ http://www.go.com/ http://www.yahoo.com/ Brand Consolidation Strategies Crate&Barrel Gump’s Macy’s Neiman Marcus Tiffany & Co. WeddingChannel.com Williams-Sonoma http://www.crateandbarrel.com/ http://www.gumps.com/ http://www.macys.com/ http://www.neimanmarcus.com/ http://www.tiffany.com/ http://www.weddingchannel.com/ http://www.williamssonoma.com/ Costs of Branding Amazon.com BarnesandNoble.com http://www.amazon.com/ http://www.barnesandnoble.com/ Affiliate Marketing Strategies Amazon.com Commission Junction DirectTrack LinkShare Performics Proflowers.com http://www.amazon.com/ http://www.commissionjunction.com/ http://www.directtrack.com/ http://www.linkshare.com/ http://www.performics.com/ http://www.proflowers.com/ Viral Marketing Strategies Blue Mountain Arts Search Engine Positioning and Domain Names http://www.bluemountainarts.com/ Search Engines and Web Directories AltaVista AOL Excite Google Google Ad Words LookSmart Lycos MSN Nielsen//NetRatings Overture Search Engine Watch Yahoo! http://www.altavista.com/ http://www.aol.com/ http://www.excite.com/ http://www.google.com/ http://adwords.google.com/ http://www.looksmart.com/ http://www.lycos.com/ http://www.msn.com/ http://www.nielsennetratings.com/ http://www.overture.com/ http://www.searchenginewatch.com/ http://www.yahoo.com/ Paid Search Engine Inclusion and Placement Google AdSense Google AdWords Kanoodle Google Local Overture https://www.google.com/adsense/ https://adwords.google.com/ http://www.kanoodle.com/ http://local.google.com/ http://www.overture.com/ Web Site Naming Issues Art.com BuyDomains.com Cars.com DirectNIC.com GreatDomains ICANN http://www.art.com/ http://www.buydomains.com/ http://www.cars.com/ http://www.directnic.com/ http://premium.greatdomains.com/ http://www.icann.org/ Exercises Exercise 1 RedEnvelope http://www.redenvelope.com/ Exercise 2 IAB (Interactive Advertising Bureau) http://www.iab.net/ Exercise 3 Art of Web Site Promotion Promotion World refdesk.com Seltzer’s “How to Publicize Your Web Site” http://deadlock.com/promote/ http://www.promotionworld.com/ http://www.refdesk.com/ http://www.samizdat.com/public.html Exercise 4 Be Free Commission Junction LinkShare http://www.befree.com/ http://www.commissionjunction.com/ http://www.linkshare.com/ Exercise 5 BuyDomains.com http://www.buydomains.com/ Cases Case 1 - Montana Mountain Biking Case 2 - Oxfam Oxfam http://www.oxfam.org.uk/ Additional Resources Ad Resource Advertising Age Avenue A - Digital Marketing and Technology ClickZ Network E-commerce Times I-Marketing Section eMarketer HTML Goodies Banner Ad Primers Network Advertising Initiative Nielsen//NetRatings Spider Food Search Engine Tutorials Search Engine Watch Wilson Web Marketing Today ZDNet Small Business Marketing Opt-in News http://adres.internet.com/ http://adage.com/ http://www.avenuea.com/ http://clickz.com/ http://www.ecommercetimes.com/perl/section/imarketing/ http://www.emarketer.com/ http://www.htmlgoodies.com/primers/bannerprimers.html http://www.networkadvertising.org/ http://www.nielsen-netratings.com/ http://spider-food.net/ http://www.searchenginewatch.com/ http://www.wilsonweb.com/marketing/ http://www.zdnet.com/smallbusiness/filters/landing/0,10426,6012537,00.html http://www.optinnews.com Ad Blocking Software AdMuncher AdWiper Adzapper Internet Watcher JunkBuster Muffin Squid Zapada http://www.admuncher.com/ http://www.adwiper.com/ http://www.zaplet.org/adzapper/ http://www.internetwatcher.com/ http://internet.junkbuster.com/ http://muffin.doit.org/ http://www.squid-cache.org/ http://www.zapada.com E-mail Processing and Management Services Acxiom Digital CoolerEmail.com e-list Marketers EmailResults.com EmailResults.net Listrak Lyris MailerMailer.com Opt-in Source Sonoma Partners Whitehat.com http://www.acxiomdigital.com/ http://www.cooleremail.com/ http://www.elistmarketers.com/ http://www.copywriter.com/lists/ http://www.emailresults.net/ http://www.listrak.com/ http://www.lyris.com/ http://www.mailermailer.com/ http://www.optinsource.com http://www.sonomapartners.com/ http://www.whitehat.com/
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