Commerce – otherwise known as electronic commerce, e-commerce is a way to

reference a way of conducting sales or products or service via the Internet.

Flash animation – animation commonly found on websites to display picture slide

shows, animated graphics, or website components.

HTML – Hypertext Markup Language, a language used by web developers to markup

text for the use in websites.

Keyword – a specific word a webmaster or marketer wishes to match with a search

query. For example, a widget manufacturer may want to focus on the keyword “widgets.”

Keyword density – how frequent a keyword appears in text on a website. For example: a

web page with 100 total words that has a specific keyword appearing 10 times would have a keyword density of 10%.

Keyword prominence – how noticeable is the keyword on a given page. If a webpage

has a keyword in specific areas like the page title or header and is again found early in text the keyword is considered to have prominence.

Links – are used to direct a web surfer to another website. Links can appear in image

format where users are directed by clicking on an image or they can appear in text format where users are directed by clicking on text that is usually underlined or highlighted.

Meta-Revisit Tag – was initially designed to instruct the search engine when revisit the

site. For example, a tag instructing a search engine to return in 30 days would read as follows: <meta name=”revisit-after” content=”30 days” /> Meta-Revisit tags are typically ignored by search engines.204

Meta-Tag – a tag that was commonly used in the early stages of the Internet as a way for

webmasters to inform search engines about a site’s content.

PPC (Pay-per-click) – a type of Internet advertising that allows marketers to bid on

advertisement placement for specific keywords. When an advertisement is clicked by a

web surfer the company advertising is billed by the ad service at the rate they bided for a keyword.

Search Engine – a service where through which Internet users can search for products or

services using keywords and phrases.

SEO (Search Engine Optimization) – a practice that allows marketers and webmasters

to research keywords and phrases used by consumers and optimize their websites’ contents amongst other attributes in order to attract the highest number of relevant search inquiries.

Sparkplugging – a strategy for building and promoting brands with a small budget, using

branding, public relations, and Internet marketing strategy to minimize the amount of paid advertising when building and developing the brand.

Spam – a practice of taking extreme measures to rank highly in search results. Practices

are usually found as over usage of keywords, scripting, or use of doorway pages.205

Spider – software used by search engines to index websites on the Internet.206

URL (Universal Resource Locator) – addresses referring to a location on the Internet.

All document and images on the Internet have a unique URL.207 For example

http://www.markit-inc.com

Webmaster – someone that manages a website’s content. Tasks can include

programming, writing copy, uploading documents, website promotion, and modifying images.

205 _{Thurow, p. 259.} 206 _{Thurow, p. 259.} 207 _{Thurow, p. 260.}

Bibliography

Aaker, David A. 1996. Building Strong Brands. New York, NY: The Free Press. Anderson, Diane. Summer 2005. “The Customer Connection: Understanding how to

appeal to your niche audience with both substance and style is important if you want to be a successful affiliate site.” Revenue The Performance Marketing Standard Vol. 2, p. 82-87.

Beckwith, Harry. 1997. Selling the Invisible: A Field Guide to Modern Marketing. New York, NY: Warner Business Books.

___2000. The Invisible Touch: The Four Keys to Modern Marketing. New York, NY: Warner Books.

BizRate, Inc. 2007. About BizRate – Building the Best Shopping Search Engine Online with ShopRank [Internet, WWW, Computer program]. Available: BizRate, Inc., 12200 W Olympic Blvd, Suite 300, Los Angeles, CA, 90064; ADDRESS:

http://www.bizrate.com/content/about.html [Accessed: 18 February 2007].

Bressler, Hillary. September 2001. “Make Your Web Marketing Click.” Credit Union Management Vol. 24, Issue 9, p. 56-56.

Calishain, Tara, and Rael Dornfest. 2003. Google Hacks: 100 Industrial-Strength Tips & Tools. Sebastopol, CA: O'Reilly.

Chen, Wen-Jungl. September 2005. “The Impact of Web Site Image and Consumer Personality on Consumer Behavior.” International Journal of Management, Vol. 22(3), p. 484-496.

Christensen, Clayton M. 1997. The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail. Cambridge, MA: Harvard Business School Press.

Christensen, Clayton M., and Michael E. Raynor. 2003. The Innovator’s Solution: Creating and Sustaining Successful Growth. Boston, MA: Harvard Business School Press.

ClickZ. 2006. Searches Per Day [Internet, WWW, Computer Program]. Available: ClickZ, Incisive Media Plc., 270 Lafayette Street, Ste. 700, New York, NY, 10012; ADDRESS: http://searchenginewatch.com/showPage.html?page=2156461

[Accessed: 18 February 2007].

Collins, James C. 2001. Good to great: Why some companies make the leap…and others don't. New York, NY: HarperCollins.

Collins, James C. and Jerry I. Porras. 1994. Built to Last: Successful Habits of Visionary Companies. New York, NY: Harper Business.

Cone, Steve. 2005. Steal these ideas! : Marketing secrets that will make you a star. New York, NY: Bloomberg Press.

Deutchman, Alan. October 2004. “The gonzo way of Branding.” Fast Company p.93 –96. Drucker, Peter. 1985. Innovation and Entrepreneurship: Practice and Principles. New

York, NY: Harper & Row.

Forbes.com. 2001. Speed Bump [Internet, WWW, Computer program]. Available: Forbes.com, 90 5th Avenue, New York, NY, 10011; ADDRESS:

http://www.forbes.com/forbes/2001/0430/113.html [Accessed: 18 February 2007]. ___2005. Starbucks Set For 20-25% EPS Growth Over Next 3 Years [Internet, WWW,

Computer program]. Available: Forbes.com, 90 5th Avenue, New York, NY, 10011; ADDRESS: http://www.forbes.com/markets/economy/2005/09/01/starbucks-

earnings-coffee-0901markets16.html [Accessed: 18 February 2007].

Gobe, Mark. 2001. Emotional Branding: The New Paradigm for Connecting Brands to People. New York, NY: Allworth Press.

Godin, Seth. 2002. Purple Cow: Transform Your Business by Being Remarkable. New York, NY: Portfolio Hardcover.

___2004. Free Prize Inside: The Next Big Marketing Idea. New York, NY: Portfolio Hardcover.

___2005. All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World. New York, NY: Portfolio Hardcover.

___2006. Small is the New Big: and 183 Other Riffs, Rants, and Remarkable Business Ideas. New York, NY: Portfolio Hardcover.

Gross, Daniel. August 2005. “Birth of a salesman.” Fortune Magazine, Vol. 152, No. 3, p. 40-41.

Guinlven, John. July 2005. “PR Professional, Not Telemarketer, The Do’s and don’ts of pitching.” Public Relations Tactics Vol. 12, Issue 7, p. 6-6.

Hamel, Gary. 2000. Leading the Revolution. Cambridge, MA: Harvard Business School Press.

Hollis, Nigell. Fall 2005. “Branding Unmasked.” Marketing Research Vol. 17, Issue 3, p. 24-29.

Horne, Todd. October 2005. “Internet appeal offers new sales avenue.” Aftermarket Business Vol. 115, Issue 10, p. 11-11.

Hughes, Mark. 2005. Buzzmarketing: Get People to Talk About Your Stuff. New York, NY: Portfolio Hardcover.

Jaffe, Joseph. 2005. Life after the 30-Second Spot: Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising. Hoboken, NJ : John Wiley and Sons, Inc. Kawasaki, Guy. 1990. The Macintosh Way: The Art of Guerrilla Management.

Glenview, IL: Scott Foresman and Company.

___1991. Selling The Dream: How To Promote Your Product, Company, or Ideas - and Make a Difference - Using Everyday Evangelism. New York, NY: HarperCollins. ___2004. The Art of the Start: The Time-tested Battle-hardened Guide for Anyone

Starting Anything. New York, NY: Portfolio.

Kumar, Piyush. July 2005. “The Impact of Cobranding on Customer Evaluation of Brand Counterextensions.” Journal of Marketing, Vol. 69, Issue 3, p. 1-18.

Laermer, Richard. 2003. Full Frontal PR: Getting People Talking About Your Business, Your Product, or You. New York, NY: Bloomberg Press.

LiBrandi, Bryan. July/August 2005. “Use Creative Design to Build Brand Equity.” ABA Bank Marketing Vol. 37 Issue 6, p. 4-4.

Martinek, Kerry. July 2005. “Safeguarding your PR measurement budget: How to effectively show value.” Public Relations Tactics Vol. 12, Issue 7, p. 20-20. Mateas, Margo. July 2005. “Advice on Pitching and working with the media.” Public

Relations Tactics Vol. 12, Issue 7, p. 7-7.

McGoldrick, Gerry. July 2003. “Searching for the Right Key Words.” Pharmaceutical Executive Vol. 23, Issue 7, p. 102-102.

Meyerson, Mitch. 2005. Success Secrets of the Online Marketing Superstars. Chicago, IL: Kaplan Publishing.

Mitchell, Alan. August 2005. “Differentiate all you want, but I’d back the basics every time,” Marketing Week (UK) Vol. 28 Issue 32, p. 28-29.

Mohr, Iris, and Larry Chiagouris. July/August 2005. “Get the Word Out,” Marketing Management Vol. 14 Issue 4, p. 51-53.

NetMechanic, Inc. 2003. [Internet, WWW, Computer program]. Available: NetMechanic, Inc., Suite 500, 2100 10th Street, Plano, TX, 75074; ADDRESS:

http://www.virtuallyignorant.com/paidinclusiontips.htm [Accessed: 18 February 2007].

Neumeier, Marty. 2007. Zag: The #1 Strategy of High-Performance Brands. Berkeley, CA: New Riders.

Nissan North America. 2005. Nissan Corporate: Heritage [Internet, WWW, Computer program]. Available: Nissan North America, 333 Commerce St., Nashville, TN, 37201-1800; ADDRESS:

http://www.nissannews.com/corporate/heritage/nissan_heritage.shtml [Accessed: 18 February 2007].

Pearse, Chris. April/May 2003. “Web Marketing - - The Basics.” Engineering Management, Vol. 13 Issue 2, p10-11.

Peters, Tom. 2003. Re-Imagine! London: Dorling Kindersley Publishing. ___2005. Design. New York, NY: DK Publishing Inc.

Pilmar, John. July 2005. “Small business? Small Budget? How to measure for success.” Public Relations Tactics Vol. 12, p. 23-23.

Rapoza, Jim. February 2005. “Good Web design pays dividends.” EWeek Vol. 22, Issue 9, pg. 53-54.

Ries, Al, and Jack Trout. 1986. Marketing Warfare. New York, NY: McGraw-Hill. ___1993. The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk. New

York, NY: HarperCollins Publishers Inc.

___2001. Positioning: The Battle for Your Mind. New York, NY: McGraw Hill. Ries, Al. 1996. Focus: The Future of Your Company Depends On It. New York, NY:

HarperCollins Publishers Inc.

Ries, Al, and Laura Ries. 2000. The 11 Immutable Laws of Internet Branding. New York, NY: HarperCollins Publishers Inc.

___2002. The 22 Immutable Laws of Branding: How to Build Protect or Service into a World - Class Brand. New York, NY: HarperCollins Publishers Inc.

___2002. The Fall of Advertising and the Rise of PR. New York, NY: HarperCollins Publishers Inc.

___2004. The Origin Of Brands: How Product Evolution Creates Endless Possibilities for New Brands. New York, NY: HarperCollins Publishers Inc.

Rosen, Emanuel. 2002. The Anatomy of Buzz: How To Create Word-of-Mouth Marketing. New York, NY: Doubleday.

Ross, Fiona. May 2001. “Make the most of Web Marketing.” Ziff Davis Smart Business Vol. 14, Issue 5, p. 64-64.

SBC Yellow Pages. 2005. Chicago: Since 1886. Chicago, IL: R.H. Donnelley Publishing

& Advertising of Illinois Partnership.

Spinelli, Lisa. October 2005. “Effective Web sites proving a valuable marketing tool.” Accounting Today Vol. 19, Issue 18, p. 22-23.

Thurow, Shari. 2003. Search Engine Visibility. Indianapolis, IN: New Riders Publishing. Trout, Jack, and Steve Rivkin. 2000. Differentiate or Die: Survival in Our Era of Killer

Competition. New York, NY: John Wiley & Sons.

Tybout, Alice, and Tim Calkins. 2005. Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management. Hoboken, NJ: John Wiley & Sons, Inc.

Underhill, Paco. 1999. Why We Buy: The Science of Shopping. New York, NY: Simon & Schuster.

WOAI. 2002. Teeth whiteners cleaning up in oral-care business [Internet, WWW, Computer program]. Available: WOAI, 1031 Navarro Street, San Antonio Texas, 78205; ADDRESS:

http://www.woai.com/guides/beauty/story.aspx?content_id=82A5A0A0-51D2-45A4- ADC0-3AADA1E2EAC9 [Accessed: 18 February 2007].

Yahoo! Inc. 2007. Key Statistics [Internet, WWW, Computer program]. Available: Yahoo! Inc., 701 First Avenue, Sunnyvale, CA, 94089; ADDRESS:

http://searchmarketing.yahoo.com/srch/keystats.php [Accessed: 18 February 2007]. ___ 2007. +markit, inc. – Yahoo! Search Results [Internet, WWW, Computer program].

Available: Yahoo! Inc., 701 First Avenue, Sunnyvale, CA, 94089; ADDRESS:

http://search.yahoo.com/search?ei=UTF-8&p=%2Bmarkit%2C+inc. [Accessed: 21 July 2007].