Internet Marketing INTEGRATING ONLINE AND OFFLINE STRATEGIES Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. THIRD EDITION Internet Marketing INTEGRATING ONLINE AND OFFLINE STRATEGIES Mary Lou Roberts Retired Professor of Marketing Debra Zahay Northern Illinois University Australia(cid:129)Brazil(cid:129)Japan(cid:129)Korea(cid:129)Mexico(cid:129)Singapore(cid:129)Spain(cid:129)UnitedKingdom(cid:129)UnitedStates Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. This is an electronic version of the print textbook. Due to electronic rights restrictions, some third party content may be suppressed. 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CengageLearningproductsarerepresentedinCanadabyNelson Education,Ltd. Foryourcourseandlearningsolutions,visitwww.cengage.com. Purchaseanyofourproductsatyourlocalcollegestoreoratourpreferred onlinestorewww.cengagebrain.com. PrintedintheUnitedStatesofAmerica 1 2 3 4 5 6 7 16 15 14 13 12 Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. The third edition is dedicated to students and practitioners of all forms of Internet and interactive marketing around the globe who have enhanced our knowledge and understanding of these continuously evolving marketing disciplines. MLR/DZ Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. B R I E F C O N T E N T S PREFACE xvii ABOUT THE AUTHORS xxi PART 1 Foundations of Internet Marketing 1 1 Internet Marketing as Part of the Marketing Communications Mix 2 2 The Internet Value Chain 32 3 Business Models and Strategies 60 4 The Direct Response and Database Foundations of Internet Marketing 81 PART 2 Essential Internet Marketing Tools 115 5 Online Branding and Video Marketing 116 6 Display Advertising and Other Customer Acquisition Techniques 147 7 Email Marketing to Build Consumer and Business Relationships 172 8 Search Marketing: SEO and PPC 197 9 Social Media Marketing 221 vii Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. viii BRIEF CONTENTS PART 3 Developing Internet Marketing Strategies and Programs 253 10 Lead Generation and Conversion in B2B Markets 254 11 Customer Relationship Development and Retention Marketing 286 12 Developing and Maintaining Effective Websites 317 13 Customer Service and Support in Web Space 348 PART 4 Evaluating Performance and Opportunities 373 14 Measuring and Evaluating Web Marketing Programs 374 15 Social and Regulatory Issues: Privacy, Security, and Intellectual Property 408 16 Mobile Marketing and Related Developments 439 GLOSSARY 469 INDEX 473 Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). 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