Preface v

About the Book vii

About the Author ix

Chapter 1: Role of Internet 1

• Insights 2

� Kinset - 3D Virtual Shopping Mall 2

• Introduction 3

• History 4

• Drivers to E-Commerce 5

• Effects of Internet 5

• E-Commerce 6

• Internet for Marketing 8

• Business Models 11

• Web Tendering 13

• Electronic Data Interchange (EDI) 14

• Internet Opportunities and Challenges 15

• Summary 16

• Review Questions 17

• Internet Exercises 17

• Project Assignment 17

• In Practice 17

� e-Chaupal - Internet Enabled Agri-business Model 17

• Video Links 19

• Bibliography 19

xii E-Marketing: Text & Cases

Chapter 2: Marketing on Internet 21

• Insights 22

� Yatra.com - Extending Experience to Online Customers 22

• Introduction 23

• E-business, E-Commerce and E-Marketing 24

• Essentials of E-Marketing 24

• Changing Outlook in E-Marketing 26

• Business Models 26

• E-marketing Mix 28

• Customer Service 32

• Marketing Strategy 33

• Internet Marketing Challenges 35

• Summary 36

• Review Questions 36

• Internet Exercises 36

• Project Assignment 37

• In Practice 37

� Amazon.com – A Successful e-Commerce Company 37

• Video Links 39

• Bibliography 39

Chapter 3: Consumer Behaviour 41

• Insights 42

� HUL – Online Jigsaw Puzzle takes Forward ‘Lipton’ Brand 42

• Introduction 43

• Online Consumer Behaviour: Hoffman’s Model 44

• Website and User Generated Content 45

• Consumer Buying Process 47

• Factors Influencing Customer Choice 48

• Types of Consumer Buying Behaviour 50

• Online Consumer-Behavioural Pattern 51

• Online Behavioural Targeting 53

• Web Marketing – Product/Service Category 54

• Summary 55

• Review Questions 55

• Internet Exercises 56

• Project Assignment 56

xiiixiiiContents

• In Practice 56

� Microsoft – Innovative Contests to Gain Membership 56

� Legrand – User-generated Content Site for Understanding &

Reaching Customers 56

• Video Links 57

• Bibliography 57

Chapter 4: Product Decisions 59

• Insights 60

� Naukari.com - Designing Products to Customer Needs 60

• Introduction 61

• Online Product 62

• Internet Products Classification 65

• Online Value Proposition 65

• Product Life Cycle 68

• Product Development 69

• Summary 70

• Review Questions 71

• Internet Exercises 71

• Project Assignment 71

• In Practice 72

� Archiesonline.com – Online Greeting Cards for Social Expression 72

• Video Links 73

• Bibliography 73

Chapter 5: Pricing Decisions 75

• Insights 76

� Optimising Online Prices over the Life Cycle 76

• Introduction 77

• What is Price? 78

• Pricing Objectives 79

• Online Pricing 80

• Pricing Strategies 80

• Pricing Adjustments 82

• Factors Affecting Pricing Decisions 82

• Dynamic Pricing 86

• Summary 87

• Review Questions 87

• Internet Exercises 88

xiv E-Marketing: Text & Cases

• Project Assignment 88

• In Practice 88

� Ellora Hotels – Dynamic Pricing 88

� Avida: Experimentation to Learn its Customers’ Price Sensitivity 89

• Video Links 89

• Bibliography 89

Chapter 6: Advertisement and Promotion 91

• Insights 92

� Dell: Success through ‘micro-site’ – www.takeyourownpath.com 92

• Introduction 93

• Objectives of Communication 94

• Online Communication Methods 95

• Internet as Public Relations Media 103

• Participation in Web Communities 104

• Developing Internet Promotion 104

• Promotional Strategies 105

• Internet Branding 106

• Summary 107

• Review Questions 108

• Internet Exercises 108

• Project Assignment 108

• In Practice 109

� Hotmail.com – Viral Marketing, a Tool for Growth 109

� Volvo Car India – Using Digital Media to Convey Car Safety Aspects 109

• Video Links 109

• Bibliography 110

Chapter 7: Marketing Research 111

• Insights 112

� Camword – Online Survey of New Product Development 112

• Introduction 113

• Online Marketing Research 114

• Electronic Marketing Information System 121

• Data Collection on Internet 125

• Summary 127

• Review Questions 128

• Internet Exercises 128

xvxvContents

• Project Assignment 128

• In Practice 128

� Finding Customer’s Long Term Interest in Brand and Evolving Communication

Stratety 128

� Internet Survey on Global Brands 131

� Online Customer Survey by a Bank 132

• Video Links 134

• Bibliography 134

Chapter 8: Marketing Strategy 137

• Insights 138

� Kingfisher Air Lines: Interactive with its Online Audience 138

• Introduction 139

• Porter’s Value Chain Model 140

• Virtual Value Chain 141

• Cybermediaries 144

• E-marketing Strategy 147

• Exploiting Virtual Value Chain 149

• Summary 150

• Review Questions 151

• Internet Exercises 151

• Project Assignment 151

• In Practice 152

� Hindustan Unilever - www.sunsilkgangofgirls.com 152

• Video Links 153

• Bibliography 153

Chapter 9: e-Retailing 155

• Insights 156

� Car Buying Experience over Internet www.autounction.com 156

• Introduction 157

• Challenges to e-Retailing 158

• Web Retailing in Action 160

• Managing e-Retailing 161

•· Summary 163

• Review Questions 163

• Internet Exercises 164

• Project Assignment 164

• In Practice 164

xvi E-Marketing: Text & Cases

� ebay.com – Successful Online Retail Auction Model 164

� Playwin – Online Retailing of Lottery 165

• Video Links 166

• Bibliography 169

Chapter 10: B2B Networks and E-commerce Hubs 169

• Insights 170

� B2B Exchange for Assetes Auction – www.matexnet.com 170

• Introduction 171

• Intranet and Extranet 172

• Business Buying Practices 174

• B2B Exchanges 175

• B2B Hubs classification 177

• Buying in B2B Domain 178

• Reverse Auction 180

• E-Buying Benefits 181

• E-Buying–Types and Models 183

• E-Recruitment Exchanges 184

• Summary 184

• Review Questions 185

• Internet Exercises 185

• Project Assignment 186

• In Practice 186

� World’s Largest B2B Portal – www.alibaba.com 186

� B2B Exchange for Steel – www.metaljunction.com 187

• Video Links 188

• Bibliography 188

Chapter 11: Website Design 189

• Insights 191

� Readers’ Digest (www.rd.com) – An Old Print Brand with Online Success 191

• Introduction 191

• Types of Websites 192

• Website Development 194

• Search Engine and Links 195

• Search Engine Optimisation (SEO) 196

• Website Design Decisions – Guidelines 194

• Websites on Mobile Devices 199

• Summary 200

xviixviiContents

• Review Questions 200

• Internet Exercises 201

• Project Assignment 201

• In Practice 201

� Peapod.com – Professionally Designed User-friendly Website 201

• Video Links 202

• Bibliography 202

Chapter 12: Mobile Marketing 203

• Insights 204

� Mobile Campaign of Laptop Brand 204

• Introduction 205

• Benefits of Mobile Marketing 205

• Mobile Marketing Applications 206

• Code of Conduct 209

• Summary 210

• Review Questions 211

• Internet Exercises 211

• Project Assignment 211

• In Practice 211

� Johnson & Johnson Ltd.– Mobile Ad Campaign 211

� Kodak: Goes Mobile in India for ‘Kodak Express’ 212

• Video Links 212

• Bibliography 213

Chapter 13: Blogging: A Marketing Tool 215

• Insights 217

� General Electric Blog: Reflecting Company Culture 217

• Introduction 217

• Blogging 218

• India’s Blogging Scenario 219

• Marketing Tool 220

• Indian Law 222

• Summary 222

• Review Questions 222

• Internet Exercises 223

• Project Assignment 223

• In Practice 223

� Wipro Blog to Attract Talent 223

xviii E-Marketing: Text & Cases

• Video Links 223

• Bibliography 224

Chapter 14: Customer Relationship Management 225

• Insights 226

� CRM Initiative at ICICI Bank 226

• Introduction 227

• What is CRM? 228

• CRM System 229

• CRM Process 231

• CRM – A Strategic Tool 233

• Technology Driven CRM 234

• What is eCRM? 235

• Challenges to eCRM 237

• Summary 237

• Review Questions 237

• Internet Exercises 238

• Project Assignment 238

• In Practice 238

� eCRM at Raymonds 238

• Video Links 239

• Bibliography 239

Chapter 15: E-Marketing & Globalisation of Business 241

• Insights 242

� IKEA: Globalised Website 242

• Introduction 243

• Globalised Website 245

• Reduced Barriers to Entry 245

• Accessibility-Information and Knowledge 246

• Global Communication 246

• Key Issues 246

• Online Strategies 247

• Summary 249

• Review Questions 250

• Internet Exercises 250

• Project Assignment 250

• In Practice 250

� UNICEF: A Globalised website www.unicef.org 250

xixxixContents

• Video Links 251

• Bibliography 251

Chapter 16: Legal & IPR Uses in Online Marketing 253

• Insights 254

� Yahoo Inc. vs. Akash Arora 254

� Satyam Infoway Ltd. vs Sifynet Solutions 255

• Introduction 255

• Copyrights in Online Marketing 255

• Digital Material – Copyrights Issues 256

• Copyrights (Amended) Act, 1999 257

• Information Technology Act, 2000 258

• Trademarks Online 259

• Domain Names 261

• Patents – Online Models and Software 261

• International Law 262

• Summary 263

• Review Questions 264

• Internet Exercises 264

• Project Assignment 264

• In Practice 264

� Apple’s ‘Online Music’ Store: IPR Issue 264

• Video Links 265

• Bibliography 265

Glossary 267

Company Index 283

Subject Index 293