A01 chaf6542 06 se fm indd

657

Logitech 612–13

long-tail concept 364, 365–6, 657

Loveman, G. 437

Lundkvist, A. 319

Lynch, P. 560

Lynch, R. 184, 203, 206

Ma, Jack 314–15

Mcafee, A. 78, 241

McAulay, L. 185

McCarthy, J. 363

McClure, D. 71

McCutcheon, D. 288–9

McDonald, M. 55–6, 189–90, 218, 331, 

358, 378

McFarlan, F. 195

McGaffin, K. 417

machine-to-machine (M2M) 

applications 280, 657

McKenney, J. 195

McKinsey Consultants 473

macro-viruses 577

Magiq 79–82

Magretta, J. 271

Maguire, B. 152

maintenance, repairs and operations 

(MRO) 303

maintenance activities 598, 657

maintenance phase 598, 657

Malmsten, E. 234–7

Malone, M.S.C. 271

Malone, T. 272, 279

malware 131, 574, 657

managed email service 578, 657

March, S. 275

Marchand, D. 208

Marinos, G. 275

market and product development 

strategies 220–4

diversification 223

market development 222–3

market penetration 222

product development 223

right channelling applications 221

market development 222–3

market penetration 222

market positioning 351–2

market segmentation 353

marketing mix 224, 363–4, 657

elements of 364

marketing-led site design 556, 657

marketplace, 657

analysis for e-commerce 42–52

online process 47–52

overview 43–6

strategic agility 46–7

restructuring 228

trading location in 53–8

channel structures 53–5

intermediaries and influencers 

57–8

multichannel models in 55–6

transactions in 57

see also online marketplace

Marsden, P. 367–8

Marshak, R. 545

Martin, C.L. 367–8

mashups 24, 657

Mason, R. 141, 202

mass customisation 366, 657

in customer retention management 

438–40

Match.com (case study) 435

materials requirement planning (MRP) 

264

maverick purchasing 310

Meckel, M. 161–2

media

changes in communications in CRM 

406

multiplier (halo effect) 428, 658

queries 565, 658

see also digital media

Meeker, Mary 7, 12

Mekhilef, M. 502

Mello, A. 455

Mendelsohn, A. 535

Metamediaries 319, 658

meta-tags 413, 658

metrics

Amazon case study 642–6

collecting, tools and techniques 

629–39

AB testing 635–6

clickstream analysis 637–9

multivariate testing 636–7

on-site search effectiveness 639

operational data 632

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Index

site outcome data 631

site-visitor activity data 629–30

strategic data 632

tactical data 632

visitor segmentation 639

in performance measurement 623–7

standards 630–1

web analytics tool, selecting 632–5

microformats 24, 116

microsite 429

Microsoft 424

middleware 111, 658

milestones 486, 658

Millar, V. 269

Miller, T. 233

Mintzberg, H. 191

Mitnick, K. 587

Mitra, S. 58, 303, 304–5

mixed-mode buying 363, 658

mobile applications or site-based 86–7

mobile apps 12, 83, 658

mobile commerce 7–13

mobile commerce (m-commerce) 12, 

658

mobile marketing 83, 658

mobile phone platforms 83

challenges 84

mobile website design 562–7

adaptive design 567

responsive design 564–5

screen-scrape 564

simple site 563

monologue to dialogue 

communications in CRM 405

Morgan, C. 73

Morris, R. 586–7

Morris, R.J. 367–8

Morville, P. 550, 552, 559–61

Mougayer, M. 13

Mougayer, W. 111

multichannel and omnichannel 

marketing 23, 658

multichannel digital business strategy 

187, 658

multichannel evaluation 627

multichannel marketing strategy 23, 

55, 658

multichannel models in online 

marketplace 55–6

Multilingual 160

multiscreening 42, 170, 658

multi-tenancy SaaS 97, 658

multivariate testing 636–7

Myers, J. 185

Nadler, D. 478

Naim, G. 290–1

Napier, R. 621

Napster (case study) 380

Neely, A. 622

net promoter score (NPS) 402–4, 658

network diagrams in workflow 

management 528–9

network neutrality 117, 658

neutral B2B exchanges 316–17

neutral sites 56

New Media Age 427–8, 439

Next Gen users of internet 135

niche media sites 50

Nielsen, J. 13, 104, 397, 425, 543–4, 558, 

561

Nielsen’s (case study) 425

Nitish, S. 160

Nolan, R. 193

Norton, D.P. 216

notification in e-commerce 141, 658

Novak, T.P. 25, 359, 406, 560

Novo, J. 451–2

Noyes, J. 523, 538, 548

Nunes, P. 57

Ofcom 103, 116

on net neutrality 117–18

offline marketing communications 405, 

658

off-the-shelf implementation of digital 

business systems 602

Oldham, G. 492

Olson, Ken 165

Olve, N. 216–17

O’Malley, L. 389

1 to 1 Media 627

one-to-many communications in CRM 

405–6

online advertising law 130

online branding 378–81

importance of 380–1

online business model 58, 658

online buyer behaviour 133, 658

online customer experience 540, 658

online market ecosystem 47, 659

online marketing communications 

409–18, 659

online marketplace 42, 659

customer segments 49

destination sites 51

intermediaries, influencers and 

media sites 50–1

map of 49

resources for analysis of 51, 52

search intermediaries 49–50

online partnerships 20–1, 426–8

online PR 20–1, 417, 659

online revenue contribution

in digital business strategy 211

in digital marketing 346

online start-up companies 66–73

businesses, assessing 67

failure 68, 70–3

valuation of 67–8

online value proposition (OVP) 33, 51, 

224, 356, 659

on-site search effectiveness 639

Openmarket 640

open-source software 120–1, 659

operational data, collecting 632

opt-in communications 146, 395, 659

opt-in email marketing 21

opt-out communications 146, 395, 659

O’Reilly, T. 24

Organisation for Economic  

Co-operation and 

Development (OECD) 156

organisational analysis in digital 

business strategy 196–7

organisational capabilities in digital 

business definition 230–2

organisational change 478, 659

organisational culture in managing 

change 500–1

Osterwald, A. 58

outbound email marketing 431

outbound logistics 263, 659

management of 281–3

outdoor kiosk apps 85

outsourcing in change management 

492–4

options 493

overlay 430, 659

owned media 19

packaged implementation of digital 

business systems 602, 659

page impression 629, 659

page rank 413, 659

paid media 19

Pandia 98

Pant, S. 237, 521

parallel corporate strategy model 

189–90

Parasuraman, A. 445

Parker, R. 424

Parsons, A. 494–5

partnerships

in e-supply chain management 

(e-SCM) 287–9

online 20–1, 426–8

path to purchase 42, 659

Pay-per-click (PPC) advertising 151

Pay-per-click (PPC) search marketing 

20, 659

pay-per-view access 63

Pebble Watch (case study) 250–1

Penguin Books (case study) 329

people variable in digital marketing 

377–8, 659

Peppers, B. 397

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