Index_W

W

Wallin, Maria, 117

Wal-Mart, 48, 51

Wang, Paul, xix

Washington Post, 43

Web Grocer, 39

Web microsites, 6–8, 123–124, 144–146

Web newsletters, 278

Web personalization, 276

Web quizzes, 332–336

Web response, 142–152, 155–161

advantages of, 142

cost savings with, 146–147

crucial elements of, 147–148

direct-mail response vs., 149–152

employee recognition program, 155–158

generating, 149–152

loyalty program example, 158–160

microsites for creating, 144–146

process of, 143–144

Web sites:

measuring the value of, 57–59

reasons for catalog, 274–276

Web Van, 39

Weekly Standard, 305–306, 318, 321

Weldon, 295

White mail, 152

Why They Kill (Richard Rhodes), 281

Williams, Lucinda, 120–128

Women.com, 43

Woolf, Brian, 227, 293

World Wide Web, xiv, 38–60

advertising on, 43

benefits microsite on, 222

business-to-business transactions via, 52–53

and catalogs, 272–282

combining databases with, 6–7

as consumer research and transaction tool, 44–45

custom promoting on, 48–49

and customer involvement, 249–250

customer service via the, 253–267

disillusionment with selling on, 40–41

examples of failed ventures on, 50–52

finding dealers via, 49–50

and growth of database marketing, 4–6

initial approach to marketing on, 38–39

keys to success for selling on, 53–57

managing leads on, 300–302

and "new economics," 40

ordering via the, 42–43, 274–276

as passive medium, 41–42

premiums/certificates distributed via, 45–47

problems with sites on, 278–279, 282

pure-play selling on, 48

"pure-play" vs. "bricks and click" merchants on, 39

supermarkets, Web, 43–44