Chapter 10 Lead Generation & Conversion in B2B Markets This chapter covers the following objectives: * Define and explain the importance of a sales lead * Explain the difference between sales lead generation and demand[…]

Chapter 11 Customer Relationship Development & Management This chapter covers the following objectives: * Explain the importance of customer retention and CLV * Describe the difference between relationship and transactional marketing * Discuss the concept[…]

Chapter 12 Developing and Maintaining Effective Websites This chapter covers the following objectives: * Understand the role websites play in customer’s decision making processes * Explain each step in the website development process * Identify[…]

Chapter 13 Customer Service & Support in Web Space This chapter covers the following objectives: * Explain the evolutionary stages of customer service provision * Understand the role of customer service in creating sustainable competitive[…]

Chapter 14 Measuring and Evaluating Web Marketing Programs This chapter covers the following objectives: * Discuss the various types of Internet marketing metrics that are available * Explain the importance of usability testing * Identify[…]

Chapter 15 Social & Regulatory: Privacy, Security & Intellectual Property This chapter covers the following objectives: * Discuss trust as a facilitator of Internet activity * List some of the concerns consumers have about the[…]

Chapter 16: Mobile Marketing and Related Developments This chapter covers the following objectives: * Identify important concepts that apply to the adoption and diffusion of technological innovations and the accelerating speed of their adoption * Describe[…]