Cyberstrategy : business strategy for extranets, intranets and the Internet / Pauline Bickerston ... [et al.].

By: Bickerton, Matthew .

Contributor(s): Bickerton, Pauline | Simpson-Holley, Kate .

Material type: materialTypeLabel

BookSeries: CIM professional.Publisher: Oxford : Butterworth-Heinemann, 1999Description: vi, 182 p. : ill. ; 24 cm. + pbk.ISBN: 0750642033.Subject(s): Internet marketing

| Internet advertising

DDC classification: 658.84

Contents:

Introduction -- The cyberstrategy model -- Your internet strategy -- Your extranet strategy -- Your intranet strategy -- Conclusion.

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode	Item holds
General Lending	MTU Bishopstown Library Lending	658.84 (Browse shelf(Opens below))	1	Available		00077427

Total holds: 0

Enhanced descriptions from Syndetics:

This book follows Bickerton's successful Cybermarketing which advised marketing managers on how to create a site and start using the net to sell products and services. The new book offers advice at the next level up to senior executives/directors about using nets as part of a corporate communications and marketing strategy. technologies within an organization as both a private and public communication channel. It is designed to show senior executives how to use the technology in a range of activities from straight selling through to sophisticated corporate communications. To demonstrate how to integrate nets with broader marketing strategy the key features of this book are: Internet, Extranets and Intranets. The authors have created a matrix showing the features of each, and the potential linkages between them, to demonstrate how to use them individually or in a mix. the technology rather than getting bogged down in it. chapter so that real campaigns can be put together from the book.

Includes index.

Introduction -- The cyberstrategy model -- Your internet strategy -- Your extranet strategy -- Your intranet strategy -- Conclusion.

Table of contents provided by Syndetics

Acknowledgements (p. vii)
1 Introduction (p. 1)
Where should your organization invest? Internet, Extranet or Intranet? (p. 1)
2 The cyberstrategy model (p. 4)
Bridging the gap between marketing and IT through strategic planning (p. 4)
What is the business case for Internets? (p. 8)
What is the business case for Extranets? (p. 10)
What is the business case for Intranets? (p. 15)
What next? (p. 16)
Conclusion (p. 16)
On the Internet (p. 19)
3 Your Internet strategy (p. 20)
Assessing the business case (p. 23)
Assessing your marketing objectives (p. 32)
Your Internet mission statement (p. 32)
Cost-benefit analysis of Internet development (p. 35)
The business case for integrating the Internet within your organization (p. 37)
What are your competitors doing? (p. 46)
What do your customers want from you on the Internet? (p. 49)
Implementation (p. 54)
What next? (p. 88)
Conclusion (p. 90)
On the Internet (p. 92)
4 Your Extranet strategy (p. 93)
How critical are Extranets to your organization? (p. 95)
Assessing the business case (p. 115)
Implementation (p. 115)
What next? (p. 118)
Conclusion (p. 119)
On the Internet (p. 119)
References (p. 120)
5 Your Intranet strategy (p. 121)
The political minefield (p. 122)
Assessing the business case (p. 129)
Implementation (p. 139)
What next? (p. 164)
Conclusion (p. 165)
On the Internet (p. 165)
6 Conclusion (p. 166)
Appendix A guide to legal issues (p. 168)
Foreword (p. 168)
Advertising (p. 168)
Distance selling (p. 169)
Jurisdiction (p. 170)
Defamatory, obscene, discriminatory or harassing material (p. 171)
Intellectual property rights (p. 172)
Copyright ownership (p. 172)
Use of a third party's copyright (p. 173)
Software licences (p. 173)
Hypertext links (p. 174)
Trade marks/passing off (p. 175)
Domain names (p. 175)
Disclaimers (p. 176)
Data protection (p. 176)
Forming a contract (p. 177)
Business communications (p. 178)
Confidence (p. 179)
Implications of discovery obligations (p. 180)
Index (p. 181)

Author notes provided by Syndetics

Pauline Bickerton is Chairman of MarketingNet, one of the leading internet marketing and consultancy companies in the UK today. Her masters degree in business management systems from Warwick Business School is matched with twelve years' experience in marketing and IT.
Matthew Bickerton is Managing Director of MarketingNet. He has two masters degrees in IT and systems development, lectured at Oxford University and has fifteen years' experience in software development, business planning and senior management in blue chip organizations.
Kate Simpson-Holley graduated in English from Cambridge and is a Senior Account Manager with MarketingNet. She has first-hand experience of managing the development of ongoing internet-based projects within a variety of blue chip companies.