internet marketingx 3 4

1. Internet marketing strategy

5. Influences on e-marketing strategy

6. Acquisition conversion Retention

9. Stages in Internet development

10. Stage model No web site web name Static web site Simple interactive web site User interactive web site full interactive web site

11. Stage models (Quelch and Klein (1996))

12. E-business strategy model E-business strategy incorporated as part of business strategy E-commerce strategy integrated with business strategy using a value-chain approach Sell-side e-commerce strategy, not well integrated with business strategy Limited Strategy Change to e-business culture, linking of business processes with partners Internal business processes and company structure Technology and new responsibilities identified for e-commerce Technological infrastructure Transformation Across the enterprise and beyond (extraprise) Cross-organisational Co-ordination through steering committee or e-commerce manager Departments acting independently, e.g. marketing department, IS department Organisational scope Full integration between all internal organisational processes and elements of the value network Buy and sell-side integrated with ERP or legacy systems. Personalisation of services Transactional e-commerce on buy-side or sell-side. Systems often not integrated Brochureware or interaction with product catalogues and customer service Services available 4. E-business 3. Integrated e-commerce 2. E-commerce 1. Web presence