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Internet Marketing, 2 e, with e-Commerce PowerWeb
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by Rafi Mohammed, Robert J. Fisher, Bernard J. Jaworski, and Gordon Paddison
Sales Rank: 284663
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$136.88
At Amazon
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Hardcover: 768 pages
Publisher: McGraw-Hill/Irwin; 2 edition April 25, 2003
Language: English
ISBN-10: 0072865261
ISBN-13: 978-0072865264
Product Dimensions:
10.3 x 8.1 x 1.3 inches
Shipping Weight: 3.5 pounds
Product Description
Internet Marketing: Building Advantage in a Networked Economy, 2e 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.
Book Info
Presents a customer-centric 'road tested' framework for designing and implementing an effective Internet marketing program. Accompanying website provides multimedia materials, lectures, and more.
--This text refers to the
Hardcover
edition.
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Internet Marketing, 2 e, with e-Commerce PowerWeb
Available from Amazon
Price: $136.88
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