Wired Marketing: Energizing Business for E-Commerce

Wired Marketing: Energizing Business for E-Commerce

Wired Marketing: Energizing Business for E-Commerce

Wired Marketing: Energizing Business for E-Commerce


Wired Marketing provides a unique mix of strategic and technical knowledge designed primarily for students on marketing-related courses. It focuses on the Internet as a marketing tool in the context of rapidly changing business and consumer markets, including the emergence of eCommerce on the World Wide Web. Part one of the book deepens the marketing concept, by providing an overall outline of the role and importance of Internet marketing to e-commerce. In particular the first part of the book looks at the technological-driven shift in the marketing paradigm from direct marketing towards interactive marketing on the World Wide Web. Part one also outlines the fundamental Internet based changes in both the consumer and business-to-business markets. The second part of the book broadens the marketing concept by exploring the move towards new interactive forms of marketing and changing communication processes as a consequence. It proposes, for example, in the chapter on marketing communications an e-based communications mix that illustrates the impact of new technology. This broadening of the marketing concept, by the Internet is extended further through a focus on supply chain management. Here we explore the way the Internet is changing how enterprises interact with their suppliers, partners and customers. It looks at the implications for managing the customer. The music industry is one of a number of examples used. The final part of the book is intended to provide a marketing and e-commerce "toolkit" for the Internet. Part four will provide useful web-links to marketing sites of importance, offering leading edge marketing information and useful software applications. In particular this section will provide an insight into Advanced Web based marketing technology for the Internet. Finally the book will consider approaches towards strategic Internet marketing planning with a particular focus on flexibility, speed and the customer. The style of the book is to encourage the application of practical knowledge, but it also attempts to offer in-depth understanding of the changing nature of marketing through trading by e-commerce. The main text willl be supplemented with extensive practical case examples and also various web links which illustrate that the Internet is radically altering marketing and e-commerce practices. Supplementary materials for lectures will be provided on a web site.


We believe that we are currently standing on the threshold of a new age - the age of a marketing revolution - knowing in our minds that for marketing the new wave has already arrived with an unprecedented shift to electronic commerce and the dawn of virtual consumer communities. Harnessing new forms of interactive marketing is viewed as the key in out-innovating the innovators and allowing you and your organization to realize a customer-centric focus. Such a viewpoint we feel is now a reality and should be seen as a necessary perspective in the pursuit of innovative Internet marketing in the post industrial age. The Internet is a radical catalyst for marketing transformation and in making the notion of one-to-one marketing a reality for many mass markets. The transformation process taking place has been the inspiration for this book and it is intended to be extremely useful for all marketing professionals both practitioners and educators alike. In addition we hope it also provides inspiration for realizing sustained success in the new age. The following quote by Nicolas Berdiaff we feel provides timeless inspiration.

Utopian ideas seem to be far more attainable than we once thought. Currently we are faced with a far more worrying question: How do we avoid their final realization to fruition? Utopian ideas are attainable. Life is heading in the direction of Utopian ideas. Perhaps a new age is beginning, an age where intellectuals and cultivated people dream of ways of avoiding Utopian ideas and of returning to a non-utopian society, one less 'perfect' and one that offers more freedom' Nicholas Berdiaff (English translation)

Use this book in a way that works for you. The book has been designed with consideration towards an object-orientated style, clustered around four main themes, that can be read in a sequential approach or in a more random style. The main themes are: marketing transformation, interactive marketing processes, e-commerce customer, and marketing Internet tools.

Glenn Hardaker Huddersfield University Business School

Gary Graham University of Salford Business School

January 2001 . . .

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