Internet marketing : building advantage in the networked economy / Rafi A. Mohammed, Robert J. Fisher, Bernard J. Jaworski, Gordon J. Paddison.

Contributor(s):

Material type:

TextPublication details: Boston, etc. : McGraw-Hill/Irwin, c2004.Edition: 2nd ed., international edDescription: xxxi, 743 p. : ill. b&w ; 27 cmISBN:

0071232591

Subject(s):

Internet marketing

DDC classification:

658.84

Contents:

Ch. 1. Introduction to Internet Marketing -- Ch. 2. Framing the Market Opportunity -- Ch. 3. Marketing Strategy in Internet Marketing -- Ch. 4. Customer Experience -- Ch. 5. Customer Interface -- Ch. 6. Customer Relationships -- Ch. 7. Product -- Ch. 8. Pricing -- Ch. 9. Communication -- Ch. 10. Community -- Ch. 11. Distribution -- Ch. 12. Branding -- Ch. 13. Designing the Marketspace Matrix -- Ch. 14. Designing the Marketing Program for "The Lord of the Rings" -- Ch. 15. Customer Information Systems -- Ch. 16. Metrics.

Summary: 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.

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Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	658.84 INT int (Browse shelf(Opens below))	Available	12092

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Previous	658.84 GRE glo Global marketing	658.84 HOL glo Global marketing /	658.84 INT int International marketing /	658.84 INT int Internet marketing :	658.84 LEE glo Global marketing management :	658.85 BEN met The method of selling :	658.85 BRO sal Sales techniques /	Next

Includes bibliographical references and index.

Ch. 1. Introduction to Internet Marketing --
Ch. 2. Framing the Market Opportunity --
Ch. 3. Marketing Strategy in Internet Marketing --
Ch. 4. Customer Experience --
Ch. 5. Customer Interface --
Ch. 6. Customer Relationships --
Ch. 7. Product --
Ch. 8. Pricing --
Ch. 9. Communication --
Ch. 10. Community --
Ch. 11. Distribution --
Ch. 12. Branding --
Ch. 13. Designing the Marketspace Matrix --
Ch. 14. Designing the Marketing Program for "The Lord of the Rings" --
Ch. 15. Customer Information Systems --
Ch. 16. Metrics.

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.

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