E Marketing full toàn tập

1






2010
M
2


 ............................................................................................................................. 2
 ............................................................................................................... 19
 ................................................................................................................ 22
 ..................................................................................................................... 27
 ..................................................................... 28
 ................................................................................... 30
 ............................................................................. 31
 ............................................................................................................. 31
 ....................................................................................................................... 33
 ......................................................... 34
 ..................................................... 35
 ........................................................................................................ 35
................................................................................................. 37
 ................................................ 38
1.1.1. Làm gì? .................................................................................................... 38
1.1.2. Internet 101 .............................................................................................. 39
 ......................................................... 40
1.1.4. Market ................................................ 41
 ................................ 43

 ................................ 45
 ..................................... 46
3

 ...................................... 48
 ....................................................................................... 50
 ........................ 51
 ............................................................................. 53
 ................................................................................. 53
........ 56
 .................................................................... 56
1.4.5. Semantic web ........................................................................................... 57
 web 3.0? ........................................................... 59
 ............................................................................................................... 59
 ................................................................................................. 61
 ................................................................................................ 62
 ............................................................................................ 62
 ............................................................................................ 63
         
THI ...................................................................................................................................... 64
 .................................................................................. 65
................................................................................. 66
2.1.1.  ......................................................... 66
 ................................................................................................ 67
 ............................................... 68
 ......... 68
 ........................................................ 69
4

 .................................................................................. 70

 ................................................................................... 78
2.5.1. Phân tích web ........................................................................................... 80
 .............................................................. 81
 ..................................................................................... 82
 ......................................................................................... 82
 
................................................................................................................................... 84
 ............................ 93
 ................................................................................................. 95
 ................................................................................................ 95
 ............................................................................................ 96
 ............................................................................................ 96
 .................................................. 97
 .......... 97
 ................. 99
 ............................................... 99
 ........................................... 100
 .............................. 101
 ........... 104
 .................................................................. 104
 ................................ 106
 ............................................................... 108
5

 ............................................... 109
 ....................................................... 110
 ........................................................................... 110
 ................................................................................. 111
 ........................................................... 111
........................................................... 111

 ................................................................... 112
 ................................................................................. 113
p .............................................................................. 113
 ..................................................................... 114
-  ................................................................ 115
 ............................................................................................... 115




 ................................................................................................... 115


 .......................................................................................... 116
PHNG MARKETING TRC TUYN ................................................. 117
 ....................... 117
 ........................................................................................ 118
4.1. MÔ  .... 119
 ................................................................................ 121
 ................................................................................ 125
 ............................................... 125
4.2. PH ..... 126
 ................................................................ 127
6

 ................................... 129
 ......................................... 131
4.3 ......... 135
 ........................................................................... 135
 ............................................................. 139

 ................ 141
4.3.4. Electricity Problems ............................................................................... 142
 ............................................................ 143
 ........................................................................................ 144
 ................................................ 144
 ............................................................................................... 148
 ................................................................................................... 150
 .......................................................................................... 151
 .............................................................................. 151
  ............................................................ 153
 .............................................................. 154
 ............................. 156
.............................................................. 158
 ................................................................. 159
................................................................................................... 161
 .................................................... 162
 .......................................................................... 167
7

 .......................................................................................................... 1
 ............................................................................................ 2
 ............................................................................................. 3
 ................................................................................................... 4
 ................................................................................................... 7
 ................................................................................................. 8
 .................................................................................... 10
 ............................................................................... 10
 .................................................................................. 15
 .................................................................. 15
 ................................................................................................ 15

 ............................................................................................... 16
 ................................................................................................. 18
 ................................................................................................................... 19
 ............................................................................................ 19
 ........................................................................................ 20
 .................................................... 21
 ............................................. 21
 ................................. 21
 ............................................................. 22
........................................................ 24
 ................................................... 25
8

 ........................................ 28
 ................................................................... 31
 ..................................................................... 39
 ......................... 54
 .......................... 57
................................................................. 57
  ..................................................................... 58
 ........................................................... 59
 ......................................... 60
 ............................................................ 61
  ........................................................ 62
           
 ............................................................................................................................... 64
 ................................................................ 64
 ........................................................................ 65
 ..................................................... 66
7 .................................................................................. 68

 ..................................................................................... 69
 .................................................................................... 72
 .......................................................... 73
 ..................................................................................... 77
 ............................................................................... 77
 ... 83
9

-800-Flowers ..................................................................................... 83
 ....................................... 84
................................................................................................. 84
 .......................................................................... 85
 ................................................................... 86
 ....................................................................... 87
 ............................................................................ 87
 ............................................................................................... 88
 ..................................... 90
 ......................................................................................... 92
 ........................................................................ 95
 .................................................................................. 101
 .............................................. 106
 ......................................... 108
 ............................................................................................ 108
 ..................................................................................................... 109
 ...................................................................... 109
 ........................................................................ 113
 ..................................................................... 117
............................................................ 118
9.2 .................................................................................. 118
 ........................................................................................ 119

10

 .................................................... 119
 ...................................................................... 120
  ..................................................................................... 120
 ............................................................................. 122




 ................................................................................................... 123


 .......................................................................................... 124
 4N ........................................................ 125
 ............................................. 126
 .................................... 126
 .................................... 127
  ............................ 129
 ...................................................................................... 129
 ............................................................ 130
 ......................................................................................... 131
  ................................................................... 132
 ............................................... 134
 .......................... 135
 141
........................................ 142
 ............................ 144
 ................... 144
 .................................................................. 145

10.4.3.2. Chính  ......................................................... 147
11





 ................................................................................................... 147


 .......................................................................................... 147
 ............................................................ 149
 ............................................................................. 149
 ................................. 150
 ......................................... 150
 .................................................................... 150
11.2.1.1. Chi phí th ............................................................................................ 151
 .................................................................... 153
.................................................................. 155
 .................................................... 155
11.2. ............................. 156
 .................... 156
 ....................................... 158
 ........................................................................... 164
 ........................................................................................... 165
 .......................................................................................... 166
...................................................................................... 167
 .......................................................................... 170
 .................................................................................... 171





 ................................................................................................... 171


 .......................................................................................... 171
 .... 173
12

-  ............................................... 173
 ........................................................... 173
 ..................................................... 174
12.2.1. 



 ....................................................................... 176
12.2.2. 



hông tin ................................................................................. 178
12.2.3. 

 ........................................................................ 179
 .............................................................................. 179
 ................................................................................... 182
12.2.3.3.  ..................................................................................... 187
 ............................. 191

12.3.1.  ................................................ 192
 .......................................................................... 192
 ............................................................................ 196
12.3.1.3.  .............................................................. 198
12.3.2. 

 .............................................................................. 200
12.4.  ........................... 202
1 ..................................................................... 204
12.5.1.2C ..................................................................................... 204
 .................................................................................... 207




 ................................................................................................... 207


 .......................................................................................... 207
 ................................... 209
 .................................................................................... 209
13

 ......................................... 209
 ........................................................... 210
 ..................................................... 211
 ....................... 212
 .............................. 213
 ................................................. 214
 ............................................................ 215

 ............................................................. 217
 ........................................................ 218
13.2.2. ....................... 219
 .......................................................................... 221
 ....................................................................... 222
 .......................................................................... 223
13.2 ................................................................................... 224
 .......................................................................................... 226
 ............................. 227
13.3.1. Website ................................................................................................ 228
 ..................................................................... 230
 ................................................ 230
13.3.4. 



 .......................................... 231
 ........................................................................ 234
 .............................................................................................. 235
 ................................... 236
14

 ........................................................... 238
 ............................................................................. 238
 ........................................................................................... 239
pt-in, opt-on ................................................. 242
 ................. 243
 ............................................................................ 244
 ....................................................................................... 245
í ....................................................................... 247

 ................................................................ 248
 ...................................................................................... 249
 ........................................................................................... 251
 .............................................................. 251
 ............................................. 251
....................................................................................... 251
 ......................................................................... 254




 ................................................................................................... 255


 .......................................................................................... 255
 ................................... 256
HALO 3 LAUNCH ................................................................................................... 256
 ........................................ 256
 ...................................................... 257
 .......................................................... 257
 ..................................................................................... 257
15

14.1.1.3. NARROWCAST MEDIA........................................................................ 257
14.1.1.4. POINTCAST MEDIA ............................................................................. 257
14.1.1.5. DIRECT POSTAL MAIL ........................................................................ 258
14.2. DIGITAL MEDIA ........................................................................................... 258
14.2.1. Search Engines as Reputation Aggregators ........................................... 258
 ..................................................................................... 259
 ..................................................................................... 260

 ..................................................................................... 261
 ................................................................................ 262
 ............................................. 262
 .......................................... 266
14.2.3 Blog ...................................................................................................... 267
 ......................................................................................... 270

 .................................................................................................................................... 271
 ............................................................ 272
 ............................................................... 272
  ............................................................... 273
 ......................................................................................... 275
 ............................................................................................... 275
 ..................................... 277
CÂU CHU ...................................................................................... 277
 .................................................. 278
16

 .................................................... 278
15.3. CÁC BÊN LIÊN QUAN .................................................................................. 280
15.3.1. Nhân viên ............................................................................................. 280
 ............................... 280
.................................................................................................. 280
 ...................................................................................... 281
G (CRM) ............................................... 281
 .................................................................................. 281
 ....................................................................... 283
 .............................................. 283
15. ................................................................................... 284
 ................................................................................. 285

 ....................................................................... 285
 ...................................................................................... 286
khách hàng ........................................................... 287
15.5.1.2. TRUSTe .................................................................................................. 288
 .................................................................................. 289
 ................................................. 291
15.5.4. ................................................................. 292
 ........................................................................... 293
15.5.4.2. Extranet ............................................................................................. 295
15.5.5. Quy trình CRM .................................................................................... 295
 ............................................................................. 297
17

 ............................................................................. 297
 .................................................................... 298
 ................................................................................................ 299
15.5.6. Thông tin CRM .................................................................................... 300
 .................................................................................. 301
-side ............................................................................ 302
-side ................................................................................ 308
 ..................................................................................... 311
 ..................................................................................... 313
 ........................................... 316
 .......................................................... 317
15.6.2. Xây  .................................................. 317
 ...... 317
 ............................................................................ 317
 ............................................................. 317
 ....................................... 317
 ....................................................... 317

 .......................................................... 318
 ................................................................................. 318
 ...................................................... 318




 ................................................................................................... 319


 .......................................................................................... 319
 .................................................................................................. 320
18


19


 .................................. 46
 ....................................................... 102
 ..................... 105
 .............. 107
-  ........................................ 112
 ........................................... 26
 ........................................... 35
B .......................... 41
  ..... 49
 .............................. 70
 ........................................................... 75
 ........................................................... 78

 ......................................... 79
 .................................................... 79
 ................................. 80
 .......... 81
 ................................. 82
 ................................................................... 84
 ................. 87
 ....................................... 96
20

...................... 99
 ......................................... 102

 ................................................................................................... 104

........................................................................................................................... 105
 ......................... 113
 .............................. 132
 ......... 133
 ......................... 138
 ................... 151
. ............................... 161
 ........................................................... 175
 ............... 176
12.2: 














 ................. 190
12.3:  .......................................................... 204
7.1: 





























 ............................................................................. 213
13.1:  








 ................................................................................................................. 214
 ........................................... 239
 ...................... 252
- 2008 ........................................ 277
21

i chúng marketing mi quan h .............. 279
 ......................................................... 282
 ............................................ 290
 ........................................ 292


 ................................................................................................... 302

 ................................................................................................... 308
 .......................... 314
 ............................................................... 316

22


 ................................... 44
Hình 2.1:  ...... 100
 .................................................... 110
Hình 4.17  
 .................................................................................................................. 148
(hình 5.2) ............................................................................................................... 1

mô hình SDS  Sources to Databases to Strategy) ............................................... 23
stlé Purina PetCare Company ... 24
 .. 28
................................ 30
 ............................ 32
 ......................................................... 38
 ................................................................ 40

 ............................................................................................ 42
 ................ 46
Hình 3.10: Michelll and Strauss Web survey ........................................................ 48
Hình 3.11: Chuông báo Google ............................................................................ 55
Hình 3.12: Google Reader Aggregates RSS Feeds................................................ 56
. 57

 ................................................................. 58
23

 .......................... 60
 ............................. 66
............................................................. 67
 ...................................... 69

 ............................................................................ 71
Hình 3.20: Western Australia's State Supply Commission ................................... 86

 ............................................................................................................. 90
 ........ 91

 ......................................................................................................... 93
ho chuyên gia .............................................. 97
 .............................................. 107
 ................... 110
 .......................... 120
 ....... 127
  ................ 128

 tiêu dùng ............................................................................................ 134
 ........................ 134
 ......................... 141
 ....................... 143
24

 ... 154
 .............. 160

 ....................................................... 161
Hình 11.3:  ....... 168
 ................. 170
Hình 6.1: 







 ............................ 176
Hình 6.2: 













 ........ 177
 ................................. 181
Hình 6.4: 


















....... 185
Hình 6.5: 







................................................................... 193
 ............................ 195
 ....... 197
Hình 6.8: 




+ kênh = 










........................................................................................................................... 201
Hình 6.9: 









 ................................. 202
Hình 6.10: 









......................................................................................... 205
Hình 6.11: , 2001-2007 ................................ 206
Hình 7.1: 1994 ............................................................. 215
Hình 13.2: 









1996  2007. 

:


 ........................................................................................................... 216
Hình 13.2: 








2001-2006218
Hình 7.4:  ................................................... 220
25

Hình 7.5:  ............................... 222
Hình 7.6:  .................................................... 223
Hình 7.7: 









 ........................................... 224
Hình 7.8: ên PDA ............................................ 226
Hình 7.9: 




 .................................................................................... 228
Hình 7.10: 





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







 ............................................ 229
Hình 7.11: 

.com ....................................................... 231
Hình 7.12: 









. 234
Hình 7.13: .com ........................................ 235
Hình 7.14:  .. 237
 ................................ 240
 ................................. 245
 .......................................... 247
 ....................... 249


 ....................................... 255
 .......................................................... 286
 .............. 286
 ................................................ 289
Hình 15.3: Google Download Toolbar................................................................ 291
 .................................................................... 294