The internet as a relationship marketing tool - some evidence from Irish companies

This article explores the strategies underlying the use of the internet as a marketing tool by Irish businesses. Three different approaches to internet Marketing are described: the ornamental, the informational and the relational. It is shown that, theoretically, the internet offers a unique opportunity for marketers to build up and maintain relationships with their clients. However, data collected through a mail survey and a content analysis of web sites reveal that currently the most frequent use of the internet by Irish companies still follows an ornamental or, at most, informational pattern. The authors discuss whether this discrepancy between internet potential and practice is due to the social basis of market relationships or whether it can be seen as evidence that the adaptation of a new marketing tool follows an incremental pattern

Web assisted teaching: an undergraduate experience

The emergence of the Internet has created a number of claims as to the future of education and the possibility of dramatically changing the way in which education is delivered. Much of the attention has focussed on the adoption of teaching methods that are solely web-based. We set out to incorporate web-based teaching as support for more traditional teaching methods to improve the learning outcomes for students. This first step into web-based teaching was developed to harness the benefits of web-based teaching tools without supplanting traditional teaching methods. The aim of this paper is to report our experience with web-assisted teaching in two undergraduate courses, Accounting Information Systems and Management Accounting Services, during 2000. The paper evaluates the approach taken and proposes a tentative framework for developing future web-assisted teaching applications. We believe that web-assisted and web-based teaching are inevitable outcomes of the telecommunications and computer revolution and that academics cannot afford to become isolated from the on-line world. A considered approach is needed to ensure the integration of web-based features into the overall structure of a course. The components of the course material and the learning experiences students are exposed to need to be structured and delivered in a way that ensures they support student learning rather than replacing one form of learning with another. Therefore a careful consideration of the structure, content, level of detail and time of delivery needs to be integrated to create a course structure that provides a range of student learning experiences that are complimentary rather than competing. The feedback was positive from both extramural (distance) and internal students, demonstrating to us that web sites can be used as an effective teaching tool in support of more traditional teaching methods as well as a tool for distance education. The ability to harness the positives of the web in conjunction with more traditional teaching modes is one that should not be overlooked in the move to adopt web based instruction methods. Web-based teaching need not be seen as an all or nothing divide but can be used as a useful way of improving the range and type of learning experiences open to students. The Web challenges traditional methods and thinking but it also provides tools to develop innovative solutions to both distance and on campus learning. Further research is needed to determine how we can best meet the needs of our students while maintaining high quality learning outcomes

The 4s web-marketing mix model

This paper reviews the criticism on the 4Ps Marketing Mix framework, the most popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that applying the traditional approach, based on the 4Ps paradigm, is also a poor choice in the case of virtual marketing and identifies two main limitations of the framework in online environments: the drastically diminished role of the Ps and the lack of any strategic elements in the model. Next to identifying the critical factors of the Web marketing, the paper argues that the basis for successful E-Commerce is the full integration of the virtual activities into the company’s physical strategy, marketing plan and organisational processes. The four S elements of the Web-Marketing Mix framework present a sound and functional conceptual basis for designing, developing and commercialising Business-to-Consumer online projects. The model was originally developed for educational purposes and has been tested and refined by means of field projects; two of them are presented as case studies in the paper.\ud \u

The Open University Library in your pocket

The Open University library is working to support mobile learners through provision of mobile access to information management skills tutorials, the library website, and the library helpdesk. In 2007, we joined hands with the Athabasca University library team to develop the first mobile-friendly version of our library website. Since then, we have been actively researching and developing around other mobile library services, and more recently have consulted users to identify their requirements and what services they–d prefer to access through mobile phones. Recommendations from this user consultation (and from other sources, including regular users' feedback and by tracking user behavior through Google Analytics) include revamping the mobile version of the Library website to offer only the most used services on the home page, implementing SMS (Short Messaging Service) such as loan reminders or library reference service, and developing a consolidated search to offer results from various sources including the library catalogue and e-journals collection

Towards Smarter Management of Overtourism in Historic Centres Through Visitor-Flow Monitoring

Historic centres are highly regarded destinations for watching and even participating in diverse and unique forms of cultural expression. Cultural tourism, according to the World Tourism Organization (UNWTO), is an important and consolidated tourism sector and its strong growth is expected to continue over the coming years. Tourism, the much dreamt of redeemer for historic centres, also represents one of the main threats to heritage conservation: visitors can dynamize an economy, yet the rapid growth of tourism often has negative effects on both built heritage and the lives of local inhabitants. Knowledge of occupancy levels and flows of visiting tourists is key to the efficient management of tourism; the new technologies—the Internet of Things (IoT), big data, and geographic information systems (GIS)—when combined in interconnected networks represent a qualitative leap forward, compared to traditional methods of estimating locations and flows. A methodology is described in this paper for the management of tourism flows that is designed to promote sustainable tourism in historic centres through intelligent support mechanisms. As part of the Smart Heritage City (SHCITY) project, a collection system for visitors is developed. Following data collection via monitoring equipment, the analysis of a set of quantitative indicators yields information that can then be used to analyse visitor flows; enabling city managers to make management decisions when the tourism-carrying capacity is exceeded and gives way to overtourism.Funded by the Interreg Sudoe Programme of the European Regional Development Funds (ERDF

A National Dialogue on Health Information Technology and Privacy

Increasingly, government leaders recognize that solving the complex problems facing America today will require more than simply keeping citizens informed. Meeting challenges like rising health care costs, climate change and energy independence requires increased level of collaboration. Traditionally, government agencies have operated in silos -- separated not only from citizens, but from each other, as well. Nevertheless, some have begun to reach across and outside of government to access the collective brainpower of organizations, stakeholders and individuals.The National Dialogue on Health Information Technology and Privacy was one such initiative. It was conceived by leaders in government who sought to demonstrate that it is not only possible, but beneficial and economical, to engage openly and broadly on an issue that is both national in scope and deeply relevant to the everyday lives of citizens. The results of this first-of-its-kind online event are captured in this report, together with important lessons learned along the way.This report served as a call to action. On his first full day in office, President Obama put government on notice that this new, more collaborative model can no longer be confined to the efforts of early adopters. He called upon every executive department and agency to "harness new technology" and make government "transparent, participatory, and collaborative." Government is quickly transitioning to a new generation of managers and leaders, for whom online collaboration is not a new frontier but a fact of everyday life. We owe it to them -- and the citizens we serve -- to recognize and embrace the myriad tools available to fulfill the promise of good government in the 21st Century.Key FindingsThe Panel recommended that the Administration give stakeholders the opportunity to further participate in the discussion of heath IT and privacy through broader outreach and by helping the public to understand the value of a person-centered view of healthcare information technology

From physical marketing to web marketing

Reviews the criticism of the 4P marketing mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular marketing mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the marketing mix when applied in online environments namely the role of the Ps in a virtual commercial setting and the lack of any strategic elements in the model. Identifies the critical factors of the Web marketing and argues that the basis for successful e-commerce is the full integration of virtual activities into the company's physical strategy, marketing plan and organisational processes. The 4S elements of the Web marketing mix framework offer the basis for developing and commercialising business to consumer online projects. The model was originally developed for educational purposes and has been tested and refined by means of three case studies

Digital Transitions: Nonprofit Investigative Journalism: Evaluation Report on the Center for Public Integrity

Summarizes outcomes of a one-year grant to CPI to transform itself into a leader in digital nonprofit journalism. Examines CPI's track record, use of new tools and methods, capacity as an effective and credible online presence, and areas for improvement