by Rafi Mohammed, Robert J. Fisher, Bernard Jaworski, and Gordon Paddison
Sales Rank: 777338
List Price: $73.06 $65.65 At Amazon
Paperback: 768 pages
Publisher: McGraw Hill Higher Education; 2nd edition October 24, 2003
Language: English
ISBN-10: 0071232591
ISBN-13: 978-0071232593
Product Dimensions:
9.9 x 8 x 1 inches
Shipping Weight: 3 pounds
Product Description
This text presents a road-tested framework to help students and practitioners understand how to think about and implement effective Internet marketing programs. The focus is on using marketing levers to vary the level of intensity that the consumer has with a Website to build a relationship with the customer through four stages; from Awareness, to Exploration/Expansion, to Commitment, and possibly through Dissolution.
This four stage customer-centric framework shows readers how to use the Internet to create intense and profitable relationships with their customers. In addition to comprehensively discussing the key levers that marketers can use to create relationships, the authors focus on two primary forces that the Internet brings to marketing the Individual and Interactivity - detailing how these forces influence key marketing levers and how these forces can be leveraged to create intense relationships with customers.
--This text refers to the
Hardcover
edition.
About The Author
Bernard J. Jaworski is Vice-Chairman of Marketspace LLC and heads its Monitor Executive Development business unit.
--This text refers to the
Hardcover
edition.
