| About this book |
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1 | (2) |
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3 | (1) |
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From niche to mass medium |
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4 | (1) |
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The Internet makes new demands on brands |
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5 | (2) |
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Eighty percent of all business in the USA and Uk are already online |
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7 | (1) |
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Success provides experience |
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8 | (1) |
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9 | (1) |
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10 | (1) |
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The Internet in historic perspective |
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11 | (8) |
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Introduction and development of electronic media |
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13 | (3) |
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Media made the world smaller |
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16 | (1) |
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16 | (1) |
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The Internet viewed in the light of our experiences |
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16 | (3) |
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Introduction to the Internet |
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19 | (8) |
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Protocols, linguistic standards and programming - in brief |
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20 | (2) |
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The three levels of the Internet |
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22 | (1) |
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News groups (UseNet) and mailing lists |
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23 | (1) |
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Interactive media: IRC (chart rooms) and WWW, etc. |
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24 | (1) |
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25 | (2) |
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The Internet as an effective marketing tool |
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27 | (26) |
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It's all about communication - not technology |
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28 | (1) |
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The three development stages |
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29 | (5) |
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The strategy must be deeply rooted in the organisation |
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34 | (2) |
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Companies must be intellectually committed to the net |
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36 | (1) |
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37 | (1) |
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37 | (4) |
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Your web address will itself become a brand name |
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41 | (1) |
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Be indispensable to the target group |
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42 | (1) |
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Know and recognise your core skills |
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42 | (1) |
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Give the users something to take home |
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43 | (2) |
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From mass communication to customisation |
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45 | (1) |
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Understand - and leverage on the strong points of the Internet |
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46 | (7) |
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Does your product or service suit the Internet |
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53 | (24) |
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The product's interactive potential is decisive for its relevance on the Internet |
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57 | (1) |
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Which products are most suitable for the Internet? |
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58 | (2) |
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Successful online sales in the year 2002 |
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60 | (13) |
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73 | (1) |
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Transport, dispatch and communication |
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74 | (1) |
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75 | (1) |
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76 | (1) |
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From passivity to interactivity |
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77 | (24) |
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The Internet has no convention s |
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78 | (1) |
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The moment vanishes on the Internet |
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78 | (1) |
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The Internet requires action |
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79 | (1) |
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80 | (2) |
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82 | (3) |
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There is a difference between interactivity and navigation |
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85 | (4) |
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Good user dialogue demands a well-designed interface |
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89 | (1) |
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Definition of user-friendliness |
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90 | (2) |
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Ten design guidelines which lead to better dialogue |
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92 | (7) |
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Without motivation, nothing is achieved |
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99 | (2) |
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The Internet as a creator of loyalty |
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101 | (22) |
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Loyalty as a fashion phenomenon |
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102 | (1) |
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103 | (3) |
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Loyalty is no longer an `either/or' phenomenon |
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106 | (1) |
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Think of loyalty as virtual love |
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107 | (1) |
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The Internet gives the brand personality |
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108 | (3) |
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Only if your dare to open up on the Internet are you using the medium on its own terms |
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111 | (2) |
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The consumer's expectations in the future |
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113 | (3) |
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The Internet brings a new intimacy |
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116 | (1) |
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The user is a radio station |
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117 | (1) |
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The medium imposes obligations |
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118 | (1) |
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Ten pieces of advice that can help to create loyalty |
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118 | (3) |
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The future of direct e-marketing |
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121 | (2) |
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Why brand-build on the Internet? |
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123 | (12) |
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A brief introduction to the concept of brand-building |
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124 | (1) |
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The value of a strong brand to the producer |
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125 | (1) |
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The value of a strong brand to the customers |
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125 | (1) |
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126 | (2) |
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Leveraging real-world brand equity |
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128 | (1) |
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Global brands get a global medium |
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129 | (2) |
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The benefits of two-way brand-building |
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131 | (1) |
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Why is there an increasing interest in the individualisation of communication |
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132 | (3) |
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Strategic building up of brands on the Internet |
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135 | (42) |
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137 | (15) |
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138 | (1) |
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Segmentation of users on the Internet |
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139 | (2) |
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141 | (3) |
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Strategic considerations regarding brand attitude |
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144 | (1) |
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Development of the brand platform |
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145 | (1) |
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The four brand key elements |
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146 | (1) |
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A brand not only talks - it also listens, learns and reacts |
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147 | (1) |
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Selection of a brand's set of values |
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147 | (5) |
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152 | (18) |
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Determination of the number of value centres |
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153 | (1) |
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The website as an amusement park in cyberspace |
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154 | (4) |
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The Internet as a product benefit |
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158 | (8) |
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Error messages can brand-build when they are used correctly |
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166 | (4) |
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170 | (7) |
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Measurement of the communication value of the website |
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171 | (4) |
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How are the concrete objectives set? |
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175 | (2) |
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Development of a Web Concept Briefing |
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177 | (24) |
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Selection of a concept category |
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178 | (1) |
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179 | (4) |
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Build the brand, not a brochure |
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182 | (1) |
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Involve through interactivity |
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182 | (1) |
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Get intimate via dialogue |
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182 | (1) |
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Expect results and measure them |
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183 | (1) |
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Give the consumer added value - all the time |
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183 | (1) |
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183 | (5) |
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It's about creating a business not a website |
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186 | (1) |
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186 | (1) |
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Define a clear market position |
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186 | (1) |
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Product information creates consumer empowerment |
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187 | (1) |
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Create an ongoing relationship |
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187 | (1) |
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188 | (3) |
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Five criteria for a successful e-operation strategy |
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190 | (1) |
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Synchronous customer management |
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191 | (1) |
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Designing the website interface |
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192 | (3) |
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Development of a Web Concept Briefing |
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195 | (2) |
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197 | (4) |
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Online communities - the virtual marketplaces of the future |
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201 | (24) |
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Why communities are so interesting to companies |
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203 | (1) |
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204 | (1) |
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What characteristics does a good community have? |
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205 | (1) |
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Communication and content are integrated |
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206 | (1) |
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207 | (2) |
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There are many different kinds of community |
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209 | (3) |
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212 | (4) |
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Benefits of communities for companies |
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216 | (1) |
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How do you build up a community? |
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217 | (4) |
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Where will the income come from? |
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221 | (4) |
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How do I create traffic on my website? |
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225 | (24) |
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226 | (1) |
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The company is invisible on the net...! |
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227 | (4) |
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231 | (1) |
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232 | (4) |
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How banner marketing works |
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236 | (2) |
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What do we want to know and what can we measure? |
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238 | (6) |
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244 | (1) |
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Ten design rules to make banner advertisements more effective |
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245 | (4) |
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249 | (14) |
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250 | (1) |
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250 | (2) |
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Interstitials or intermercials |
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252 | (1) |
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Alliances and affiliate programs |
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253 | (2) |
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255 | (1) |
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255 | (1) |
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Agent-based forms of advertising |
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255 | (1) |
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256 | (1) |
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257 | (1) |
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Five percent of all spam is gone! |
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258 | (1) |
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Integration with other marketing activities |
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258 | (5) |
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When the browser becomes invisible |
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263 | (10) |
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Warning - access for nerds only! |
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264 | (1) |
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Welcome to the net - here is your personal newspaper |
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265 | (1) |
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When online and offline merge |
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266 | (2) |
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The browser as part of the operating system |
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268 | (1) |
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The Internet as part of television |
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268 | (4) |
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When the Internet reaches ubiquity |
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272 | (1) |
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273 | (22) |
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The anonymous consumer disappears |
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274 | (4) |
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In the future every consumer will have an agent |
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278 | (4) |
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The agent - a threat or an opportunity! |
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282 | (7) |
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The survival for agents will be the infomediary |
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289 | (1) |
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The significance of infomediaries for society |
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289 | (2) |
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Infomediaries will change the role of analysis agencies |
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291 | (4) |
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The future belongs to the consumers |
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295 | (9) |
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When the customers take power |
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296 | (1) |
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Websters - the consumers of the future |
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297 | (1) |
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Aspects not covered by this book |
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297 | (3) |
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On the brink of two new Internets |
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300 | (2) |
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Is there an end of all this? |
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302 | (2) |
| The ten Internet commandments |
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304 | (2) |
| Recommended links |
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306 | (1) |
| Glossary |
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307 | (9) |
| References |
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316 | (3) |
| About the authors |
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319 | |
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