Internet marketing: building advantage in a networked economy
Material type:
BookPublication details: Boston McGraw-Hill 2004Edition: 2nd ed. International editionDescription: xxxi, 743 pISBN: 0071232591; 9780071232593Subject(s): Internet marketingDDC classification: 658.84 Summary: "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. --This text refers to an out of print or unavailable edition of this title."
| Item type | Current library | Item location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| Books | Vikram Sarabhai Library | 658.84 M6I6/2004 (Browse shelf(Opens below)) | Available | 163427 |
Browsing Vikram Sarabhai Library shelves Close shelf browser (Hides shelf browser)
|
|
|
|
|
|
|
||
| 658.84 M2 Managing the global network corporation | 658.84 M2M2 Marketing channel development and management | 658.84 M4I6 Infrastructure for electronic business on the internet : lessons learned | 658.84 M6I6/2004 Internet marketing: building advantage in a networked economy | 658.84 M6O7 Opening digital markets: battle plans and business strategies for internet commerce | 658.84 N2D4/2000 Direct marketing : strategy, planning, execution | 658.84 N3E5 E-merchant: retail strategies for e-commerce |
Includes Bibliographical references and index
"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. --This text refers to an out of print or unavailable edition of this title."
There are no comments on this title.