This thesis focuses on connecting the opportunities of the World Wide Web (WWW) as a marketing medium with the development of integral marketing strategies with measurable goals. It explains how WWW marketing activities can help marketers on their way from the traditional one-to-many marketing concepts to the new many-to-many marketing. The thesis provides marketers with an overview of the variety of WWW marketing opportunities, a "WWW Marketing Module and Inspiration Kit," and two detailed real life cases.
Inhaltsverzeichnis (Table of Contents)
- EXECUTIVE SUMMARY
- TABLE OF CONTENT
- INTRODUCTION
- WWW MARKETING AND EFFICIENCY MEASUREMENT
- INTRODUCTION
- THE MECHANICS OF WWW MEASUREMENT
- TECHNICAL LIMITATIONS OF WWW MEASUREMENT
- Big Domains
- Multi-file Pages
- Proxy Servers
- Shared Computers
- Dynamic IP-Addresses
- Cache Servers
- Search Engines/Agents
- PERFORMANCE LIMITATIONS OF WWW MEASUREMENT
- CONCEPTUAL LIMITATIONS OF WWW MEASUREMENT
- HOW TO OVERCOME THESE LIMITATIONS
- WHO IS OFFERING WWW MEASUREMENT TOOLS?
- WHAT IS WWW MEASUREMENT GOOD FOR?
- CONCLUSION
- WWW MARKETING AND INTEGRAL MARKETING CONCEPTS
- INTRODUCTION
- THE DEATH OF THE SALESMAN OR THE END OF MASS MARKETING
- HOW TO OVERCOME CONCEPTUAL LIMITATIONS?
- TOWARDS AN INTEGRAL WWW MARKETING STRATEGY
- OPPORTUNITIES IN AN INTEGRAL WWW MARKETING CONCEPT
- INTRODUCTION
- OPPORTUNITIES FOR CUSTOMER INFORMATION AND PRE SALES SERVICES
- OPPORTUNITIES FOR SALES SERVICE
- OPPORTUNITIES FOR CUSTOMER SUPPORT AND AFTER SALES SERVICE
- OPPORTUNITIES FOR EXTERNAL COMMUNICATION/PUBLIC RELATIONS
- OPPORTUNITIES FOR INTERNAL COMMUNICATIONS
- OPPORTUNITIES FOR CORPORATE PURCHASING
- CONCLUSION
- MODULES FOR AN INTEGRAL WWW MARKETING CONCEPT
- INTRODUCTION
- WWW MARKETING MODULE AND INSPIRATION KIT
- CONCLUSION
- WWW MARKETING AS AN INTEGRAL PART OF AN INTEGRAL MARKETING STRATEGY:
THE CASE OF OCTAVE SYSTEMS INC.
- INTRODUCTION
- DESCRIPTION OF THE BUSINESS BACKGROUND
- DESCRIPTION OF THE GENERAL MARKETING STRATEGY
- THE HOME PAGE "WWW.OCTAVE.COM"
- EDUCATING THE VISITOR
- SELLING TO THE VISITOR
- SERVICING THE VISITOR
- THE MEDIA MIX
- THE PROMOTION OF THE SITE
- MEASURING THE EFFECTIVENESS OF OCTAVE'S WEB SITE
- FUTURE OUTLOOK
- WWW MARKETING AS AN INTEGRAL PART OF AN INTEGRAL MARKETING STRATEGY: AN
IMPLEMENTATION FOR THE SANTA CLARA FRED ASTAIRE DANCE STUDIO
- INTRODUCTION
- GENERAL FRAMEWORK
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis aims to bridge the gap between the potential of the World Wide Web (WWW) as a marketing tool and the creation of comprehensive marketing strategies with measurable objectives. It explores how WWW marketing can guide marketers towards a new many-to-many marketing paradigm, transitioning from traditional one-to-many concepts.
- The Evolution of Marketing from Traditional to Many-to-Many Models
- The Importance of WWW Marketing as "Points of Communication" in the New Service Economy
- Measuring the Effectiveness of WWW Marketing Despite Current Limitations
- Developing Integral Marketing Concepts for a Knowledge-Based and Experience-Based Marketing Approach
- Exploring Opportunities for WWW Marketing across Various Fields of Communication
Zusammenfassung der Kapitel (Chapter Summaries)
The early chapters of this thesis delve into the intricacies of WWW marketing measurement, exploring the technical, storage, and performance limitations. They analyze existing concepts and propose solutions for overcoming these challenges. The thesis then shifts to an examination of the paradigm shift in marketing from the traditional one-to-many model to a new many-to-many communication approach, introducing concepts for knowledge-based and experience-based marketing.
Following this, the text explores the opportunities presented by WWW marketing across various communication fields, including customer information, pre-sales services, sales service, customer support, public relations, internal communication, and corporate purchasing. The thesis then showcases a "WWW Marketing Module and Inspiration Kit," offering examples of companies that have successfully implemented innovative WWW marketing strategies. The final chapters delve into real-life examples, examining the WWW marketing strategies employed by Octave Systems, Inc. and outlining a proposed strategy for the Fred Astaire Dance Studio in Santa Clara, CA.
Schlüsselwörter (Keywords)
This thesis focuses on the intersection of integral marketing strategies, WWW marketing, measurement challenges, and the transition to a many-to-many communication paradigm. Key concepts explored include points of communication, knowledge-based marketing, experience-based marketing, and practical implementations of WWW marketing across various business functions.
- Quote paper
- Dr. Uwe Trillitzsch (Author), Simone Schweikert (Author), 1997, Towards Integral World Wide Web Marketing Strategies. Creating Points of Communication that Count, Munich, GRIN Verlag, https://www.grin.com/document/185317
