| 内容： |
Prologue: The Crisis Speech --
The First Years: From Home Pages to Websites and Portals --
From Mass Marketing to Internet Dynamics: The Proliferation of Marketing Channels --
The Eclipse of Mass Marketing --
Browsers, Home Pages, and Websites --
Relationship Marketing and Business-to-Business Marketing --
Technology Marketing: Ideas and Campaigns --
From Relationship Marketing to Real Time --
The Internet, Intranets, and Marketing Channels --
Consumer Marketing on the Web --
The Promise of Interactive Marketing --
Direct Response and One-to-One Marketing --
The Story of Zima: From Home Pages to Websites --
The Story of Banner Advertising: Banners, Direct, and Standardization --
Mass Marketers Launch Websites --
Ad Banners and Online Communities --
Problems of Online Branding --
Online and Offline Advertising --
Broadcast Hybrids --
Online Access and Community Providers --
Toward Ad Networks --
World Wide Web--Global Marketing and Global Marketers --
Toward Global Markets --
Epilogue: "The War for Eyeballs". |
引证/输出
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