One-to-one web marketing : build a relationship marketing strategy one customer at a time

목차 (Table of Contents)

• CONTENTS
• Foreword = ⅶ
• Acknowledgements = ⅸ
• Introduction = xi
• Chapter 1 One-to-One Web Marketing Overview = 1
• Time Flies When You're Having Fun = 2
• What Is One-to-One Web Marketing? = 4
• The Web : A Relationship-Building Platform = 10
• One-to-One Web Marketing Matrix = 10
• Embracing One-to-One Web Marketing Challenges = 11
• Up Next = 15
• Chapter 2 One-to-One Web Site Personalization = 17
• What Is One-to-One Web Personalization? = 17
• Benefits of One-to-One Web Site Personalization = 19
• Nuts and Bolts of One-to-One Web Personalization = 31
• Applying One-to-One Web Personalization = 40
• Products and Services = 49
• Hurdles to Implementing One-to-One Web Site Personalization = 52
• One-to-One Web Site Personalization Resources = 53
• Types of Systems and Processes That Can Be Integrated with the Web = 53
• The Future of One-to-One Web Site Personalization = 60
• Up Next = 62
• Chapter 3 One-to-One E-Mail = 63
• Benefits of One-to-One E-Mail = 65
• Nuts and Bolts of One-to-One E-Mail = 68
• Applying One-to-One E-Mail = 89
• Opt-In or Opt-Out? = 91
• Applying One-to-One E-Mail for Customer Retention = 94
• How to Conduct Your Own E-Mail Marketing = 100
• Buying Advertising Space on Free E-Mail Services = 103
• Buying Advertising Space in an E-Mail News or Newsletter Service = 104
• The Future of One-to-One E-Mail = 104
• Resources = 105
• Up Next = 106
• Chapter 4 One-to-One Web Advertising and Promotion = 107
• The State of Online Advertising = 108
• Benefits of One-to-One Web Advertising and Promotion = 110
• The Nuts and Bolts of One-to-One Web Advertising = 114
• One-to-One Web Promotions = 149
• Applying One-to-One Online Advertising and Promotion = 153
• Hurdles to One-to-One Web Advertising and Promotion = 155
• The Future of One-to-One Web Advertising and Promotion = 160
• Resources = 161
• Up Next = 162
• Chapter 5 One-to-One Web Community = 163
• Impact of Community on the Internet = 164
• One-to-One Community Business Model = 170
• Benefits of One-to-One Community = 177
• Some Community Controversies = 180
• Applications of Community and Products = 182
• Ideas for Implementing Community as a Marketing Function = 189
• The Future of Community = 190
• Up Next = 191
• Chapter 6 One-to-One web Data Analysis = 193
• What Is Web Data Analysis? = 193
• Benefits of Analyzing Traffic Data = 194
• Nuts and Bolts of Web Traffic Analysis = 195
• Applying Web Traffic Analysis = 207
• Nuts and Bolts of Data Mining = 216
• Applying Web Data Mining = 221
• State of Web-to-Database Integration = 231
• Benefits of Web-to-Database Integration = 232
• Security on the Web = 239
• The Future of Web Data Analysis = 241
• Checklist for Data Analysis = 241
• Resources = 242
• Up Next = 243
• Chapter 7 One-to-One Web CRM = 245
• What Is CRM? = 245
• Benefits of One-to-One Web CRM = 249
• Nuts and Bolts of One-to-One Web CRM = 253
• Applying One-to-One Web CRM = 259
• It All Starts with the Data = 263
• Challenges of One-to-One Web CRM = 263
• Privacy = 264
• The Future of One-to-One CRM = 266
• Web Customer Care Technologies = 269
• Using One-to-One Web Customer Care to Create Loyal Customers from the Start = 271
• Challenges of One-to-One Web Customer Care = 276
• The Future of One-to-One Customer Care = 277
• Resources = 277
• Up Next = 278
• Chapter 8 One-to-One Web Collaboration = 279
• What Is One-to-One Web Collaboration? = 280
• Benefits of One-to-One Web Collaboration = 283
• Nuts and Bolts of One-to-One Collaboration = 286
• Applying One-to-One Web Collaboration = 303
• The Future of One-to-One Web Collaboration = 305
• Resources = 306
• Up Next = 306
• Chapter 9 One-to-One Web Privacy = 307
• The Two Sides of the One-to-One Web Marketing Coin = 308
• Privacy Issues = 312
• Privacy Standards and Initiatives = 315
• Opt-in or Opt-out? = 319
• Online Privacy Options, Recommendations, Policies, and Seals = 320
• Resources = 327
• Up Next = 327
• Chapter 10 The One-to-One Web Marketing Future = 329
• Web Site Marketing = 330
• Web Customer Care = 331
• Online Advertising = 332
• Increasing Integration = 332
• Going Wireless = 333
• Mass Customization = 333
• Privacy and Security = 334
• Leading-Edge One-to-One = 334
• Index = 339