Electronic Marketing

Find out how a marketing plan that integrates both conventional and electronic marketing methods will help you get the most out of your marketing dollar and increase your business. Learn proven marketing techniques that take strategic advantage of the commercial online and Internet services, fax-on-demand systems, e-mail, multimedia CD-ROM demos and catalogs, interactive kiosks, and the Internet. Margo Komenar has assembled a team of top marketing and technology experts who reveal their successes and failures. They clearly explain key electronic marketing technologies and techniques and show you how to get the most out of your marketing budget. In this book you'll also find out: What questions you should answer before launching products and services into the new electronic marketing channels. Real-life applications and case examples include HotWired, KidSoft, Levi Strauss, Yahoo!, Ralph Lauren, and Chrysler Plymouth. The copyright, patent, and trademark laws; trade secrets; and rules for the Internet that apply to electronic marketing. Everything you should know about interactive advertising from experts like Saatchi & Saatchi, Ketchum Interactive, and CKS/Interactive. What market leaders like VISA, Schlumberger, and Mondex have to say about the technologies and marketing potential of debit cards, the electronic purse, and smart cards. How to develop and design effective interactive kiosks with examples from Levi's(r)501(r)Jeans, Reebok On Tour, multimedia telephones, and the Missouri Botanical Gardens Online. Throughout the book, you'll find excerpts from over seventy interviews that the author conducted with industry leaders like Michael Rogers of Newsweek Interactive; SoftBank Interactive Marketing's President and COO, Ted West; and representatives from IBM, America Online, Prodigy, CompuServe, Internet Shopping Network, and American Airlines.