Internet marketing : (Record no. 1754)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02442cam a2200265 i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | MIUC |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190507093416.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190507s2004 mau b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0071232591 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DLC |
| Transcribing agency | DLC |
| Modifying agency | DLC |
| -- | MIUC |
| Language of cataloging | eng |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.84 |
| 952 ## - Items | |
| Itemnumber | 2111 |
| 245 00 - TITLE STATEMENT | |
| Title | Internet marketing : |
| Remainder of title | building advantage in the networked economy / |
| Statement of responsibility, etc. | Rafi A. Mohammed, Robert J. Fisher, Bernard J. Jaworski, Gordon J. Paddison. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 2nd ed., international ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Boston, etc. : |
| Name of publisher, distributor, etc. | McGraw-Hill/Irwin, |
| Date of publication, distribution, etc. | c2004. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxxi, 743 p. : |
| Other physical details | ill. b&w ; |
| Dimensions | 27 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Ch. 1. Introduction to Internet Marketing -- <br/>Ch. 2. Framing the Market Opportunity -- <br/>Ch. 3. Marketing Strategy in Internet Marketing -- <br/>Ch. 4. Customer Experience -- <br/>Ch. 5. Customer Interface -- <br/>Ch. 6. Customer Relationships -- <br/>Ch. 7. Product -- <br/>Ch. 8. Pricing -- <br/>Ch. 9. Communication -- <br/>Ch. 10. Community -- <br/>Ch. 11. Distribution -- <br/>Ch. 12. Branding -- <br/>Ch. 13. Designing the Marketspace Matrix -- <br/>Ch. 14. Designing the Marketing Program for "The Lord of the Rings" -- <br/>Ch. 15. Customer Information Systems -- <br/>Ch. 16. Metrics. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Internet Marketing: Building Advantage in a Networked Economy, 2nd ed. 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. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Internet marketing |
| 9 (RLIN) | 943 |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Mohammed, Rafi |
| 9 (RLIN) | 1475 |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Fisher, Robert J. |
| 9 (RLIN) | 1476 |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Jaworski, Bernard J. |
| 9 (RLIN) | 1477 |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Paddison, Gordon J. |
| 9 (RLIN) | 1478 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Total Checkouts | Full call number | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Marbella International University Centre | Marbella International University Centre | Library | 07/05/2019 | 658.84 INT int | 07/05/2019 | 07/05/2019 | Books |