by Chan Kwok Wah Norman, Yue Man Chun. / Includes questionnaire. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaves 129-130). / ABSTRACT --- p.I / TABLE OF CONTENTS --- p.III / LIST OF ILLUSTRATIONS --- p.V / LIST OF TABLES --- p.VI / ACKNOWLEDGEMENTS --- p.VII / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- RESEARCH METHODLOGY --- p.7 / Descriptive Study ´ؤ Laying Down the Framework --- p.7 / Exploratory Research --- p.9 / Presentation of the Questionnaire --- p.9 / Sampling Method --- p.10 / Procedures of the Survey --- p.72 / Chapter III. --- BUILDING BLOCKS OF CYBER MARKETING --- p.14 / Interactivity --- p.15 / Reverse Marketing --- p.19 / Relationship Marketing --- p.22 / One-to-One Marketing --- p.28 / Market Segmentation in the Internet --- p.30 / Demographic Segmentation --- p.31 / Psycho graphics --- p.31 / Behavior Segmentation --- p.33 / Chapter IV. --- CYBER MARKETING TRANSACTION PLATFORM --- p.37 / An Overview --- p.37 / World Wide Web --- p.40 / E-mail --- p.41 / Newsgroups/Discussion lists --- p.42 / Internet Relay Chat --- p.43 / Chapter V. --- CYBER MARKETING IN ACTION --- p.46 / Cyber Marketing and conventional marketing ´ؤ a nominal difference --- p.46 / Nuts and Bolts in Establishing a Web Presence --- p.50 / Selecting a thread ´ؤ a strategic intent --- p.50 / Creating a theme --- p.57 / Web Page Authoring --- p.52 / Selecting a Domain name --- p.54 / Promoting the web presence --- p.54 / Marketing Mix in Cyber Marketing --- p.55 / Promotion --- p.56 / "Place, Price and Product" --- p.65 / Chapter VI. --- SURVEY ON CYBER MARKETING SUCCESS FACTORS --- p.68 / Questionnaire Design --- p.68 / The transaction platform --- p.68 / The transaction --- p.68 / Internet Usage Characteristics At A Glance --- p.69 / Survey results --- p.73 / General Comments --- p.73 / Demographics --- p.74 / Usage Pattern --- p.77 / Transaction Platform --- p.81 / User expectation and attitude --- p.86 / Chapter VII. --- ANALYSIS ON SURVEY DATA --- p.91 / Inferential Statistics --- p.91 / The age group above 25 --- p.92 / Chapter VIII. --- CONCLUSION --- p.99 / APPENDIX --- p.103 / Questionnaire --- p.103 / ANOVA analysis of survey data --- p.108 / REFERENCES --- p.129
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_322100 |
| Date | January 1998 |
| Contributors | Chan, Kwok Wah Norman., Yue, Man Chun., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, vii, 130 leaves : ill. ; 30 cm. |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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