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Marketing principles chapter 12 summary of terms

Electronic Marketing

The activities involved in planning and implementing marketing in the electronic environment


The process of getting to know about potential customers before they make a purchase and to find out more about existing customers


The ongoing of information between marketer and customer (or potential customer).

Push advertising

Advertising sent from the marketer to the customer

Pull advertising

Advertising that the customer actively seeks out


The ability to deliver a product as information ot to preset information about a product digitally

Web 2.0

The various technologies and experiences that involve online communities where members contribute to and build the community and the content, and where users can substantially control their own online experience through custominsation and interactivity

Viral marketing

The use of social networks to spread a marketing message


A website that is designed to act as a gateway to other related sites

Search engine optimisation (Seo)

Tailoring features of a website to try to achieve the best possibly ranking in search results returned by a search engine

Search engine marketing

Paid advertising that appears similarly to a search result on a search engine page


Unsolicited commercial electronic messages

Customer relationship management (crm)

The processes and practices put in place to identify, track and use customer information and preferences to provide superior customer service and sustain long-term relationships


An internal website for the use of staff


A private website for sharing information securely between different organisations

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