One-to-one Web Marketing: Build A Relationship Marketing Strategy One Customer At A Time, Second Edition

BusinessCulinaryArchitecture ComputerGeneral Interest ChildrenLife SciencesBiography AccountingFinanceMathematics HistorySelf-ImprovementHealth EngineeringGraphic Design A p p l i e d S c i e n c e s Psychology Interior DesignBiologyChemistry WILEYe BOOK WILEY JOSSEY-BASS PFEIFFER J.K.LASSER CAPSTONE WILEY-LISS WILEY-VCH WILEY-INTERSCIENCE One-to-One Web Marketing, Second Edition: Build a Relationship Marketing Strategy One Customer at a Time Cliff Allen Deborah Kania Beth Yaeckel With a Foreword by Christopher Locke Wiley Computer Publishing John Wiley & Sons, Inc. N E W YO R K • C H I C H EST E R • W E I N H E I M • B R I S BA N E • S I N G A P O R E • TO R O N TO Publisher: Robert Ipsen Editor: Cary Sullivan Assistant Editor: Christina Berry Managing Editor: Marnie Wielage Electronic Products, Associate Editor: Brian Snapp Text Design & Composition: Pronto Design and Production, Inc. Designations used by companies to distinguish their products are often claimed as trademarks. In all instances where John Wiley & Sons, Inc., is aware of a claim, the product names appear in initial capital or all capital letters. Readers, however, should contact the appropriate companies for more complete information regarding trademarks and registration. Copyright © 2001 by Internet Partners Media, Inc. All rights reserved. Published by John Wiley & Sons, Inc. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 7504744. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 605 Third Avenue, New York, NY 10158-0012, (212) 850-6011, fax (212) 850-6008, E-Mail: PERMREQ @ WILEY.COM. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering professional services. If professional advice or other expert assistance is required, the services of a competent professional person should be sought. Internet World, Web Week, Web Developer, Internet Shopper, and Mecklermedia are the exclusive trademarks of Mecklermedia Corporation and are used with permission. This title is also available in print as ISBN 0-471-40400-4 For more information about Wiley products, visit our web site at www.Wiley.com Disclaimer: This eBook does not include the ancillary media that was packaged with the original printed version of the book. Contents Foreword Acknowledgements Introduction vii ix 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 Perso