Subject Index
 

The Chemistry.com dating website aimed to be a differentiated service from the major players in the website, match.com (which founded the category based on its subscribe and search model) and eHarmony ...

The advent of Web 2.0 had profound implications for Cisco. The company's success in the late-1990s had made it synonymous with internet hardware, but the brand was not perceived as playing a similar r ...

msnbc.com's challenge was to grow its brand by defining and differentiating its content in the face of strong competition. Research showed that the website was appreciated by its audience for being op ...

This paper details the 2006 campaign for BT Broadband in Northern Ireland (BTNI). The objective was to substantially increase the number of connected homes, in a crowded market where competitors were ...

With a focus on the use of Street Teams, CareerBuilder looked beyond traditional communications and tried to engage consumers, and encourage them to interact with the brand. Street team members were d ...

Memory of Dr. Martin Luther King Jr., and the civil rights struggle in the U.S. has been fading. The goal was to revive a visceral connection to the civil rights era and engage people in the reason fo ...

The race to get high-speed internet subscribers was heating up, the category was full of mud-slinging messages, and Comcast’s product was nearly three times the cost of the competition’s. This is the ...

This 2005-06 campaign for Telstra's BigPond broadband offer aimed to encourage broadband take-up and reverse Telstra's declining share, and, specifically, to raise it from 39.7% to 41.5% over the 12-m ...

Yahoo!, one of the early stars of the Internet, was launched in 1993 as Jerry's Guide to the World Wide Web, offering early users of the Web a way to navigate the quickly expanding Internet ...

Shortly after its launch in 1994 Yahoo! Inc. became one of the Internet's top search engines. Although the company remained primarily associated with its search engine in subsequent years, it ...

In the late 1990s broadband Internet service was becoming a much sought-after commodity in suburban areas. To expand its phone and Internet service to California, SBC Communications Inc. purchased Cal ...

In 1996 entrepreneur Jay Walker came upon a startling statistic: every day airlines flew with an average of 500,000 empty seats. The revelation spurred Walker to create priceline.com, a website that e ...

The Oxygen Network was the centerpiece of Oxygen Media, an entertainment company that catered to an exclusively female audience via television and the Internet. The network's 2000 introduction ...

In 1999, 19-year-old Shawn Fanning achieved celebrity status as the file-sharing industry's founder when he created www.Napster.com, a website that facilitated the sharing of music across the I ...

By 2004 Go Daddy Software had become a leader in the Internet domain-name registration industry, buying available domain names and then selling them to individuals and businesses for a yearly fee. In ...

In 1995 eBay Inc. was founded in San Jose, California. It was an online site, located at www.ebay.com, that enabled users to buy and sell items from other users. Rather than sell items itself, eBay ma ...

The San Jose, California, company eBay, Inc., was an online-based auction and selling community that in 2004 serviced 115 million shoppers, who purchased items ranging from clocks to shoes to automo ...

America Online, Inc. (AOL) emerged in the 1990s as the largest Internet service provider (ISP) in the United States, a feat it accomplished in large measure through the mass distribution of start-up C ...

America Online, Inc. (AOL) used a strategy of mass distribution of start-up CD-ROMs and free trials along with unsophisticated late-night television spots to become the largest Internet service prov ...

Amazon.com, Inc., entered the retail marketplace as a pioneering online bookseller in 1995, and though it had been steadily diversifying its product offerings all along, by 2004 most consumers still t ...

Bulldog was founded in 2000 as a new sort of broadband company, offering higher speed broadband at lower cost than BT. It was acquired by Cable & Wireless in 2004, and significant marketing followed t ...

AUSTAR is a communications and entertainment company that provides subscription TV, mobile phones and internet to regional Australia. In June 2005 AUSTAR was to supply wireless broadband to a hungry r ...

Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries ...

Natural gas is a low interest, high involvement grudge purchase for most homeowners. They want it to be there when needed but do not want to pay exorbitantly for it. RiteRate, Canada's first online na ...

Imagine trying to convince people to switch online brokerage service to an independent Canadian company. That is what TradeFreedom faced in 2006. Its niche in Direct Access Technology (DAT) was being ...

On-line career companies derive their revenue from employers who pay to post positions on a site, and naturally enough choose the site that will deliver them the best quantity and quality of applicant ...

In 2005, the Canadian economy was the strongest it had been in decades, outpacing all of the G8 countries. As a result, the demand for online recruitment was especially strong, but despite Monster's w ...

The 'sorted' website aimed to get New Zealanders thinking about and planning for their retirement, essentially by ignoring traditional notions of 'retirement planning’ and instead focusing on ‘financi ...

By November of 2004, Vonage had secured 268,000 subscribers and was ready to break into the broader market for fixed line telephone service. It wanted to increase brand awareness, solidify its leaders ...

In early 2005, Netflix's dominance of the emergent mail-in DVD rental category was in danger. Blockbuster had decided to compete directly in the same space, putting Netflix at a real disadvantage in t ...