000			02442cam a2200265 i 4500
003			MIUC
005			20190507093416.0
008			190507s2004 mau b 001 0 eng
020			_a0071232591
040			_aDLC _cDLC _dDLC _dMIUC _beng
082	0	0	_a658.84
245	0	0	_aInternet marketing : _bbuilding advantage in the networked economy / _cRafi A. Mohammed, Robert J. Fisher, Bernard J. Jaworski, Gordon J. Paddison.
250			_a2nd ed., international ed.
260			_aBoston, etc. : _bMcGraw-Hill/Irwin, _cc2004.
300			_axxxi, 743 p. : _bill. b&w ; _c27 cm.
504			_aIncludes bibliographical references and index.
505	0		_aCh. 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.
520			_aInternet 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	_aInternet marketing _9943
700	1		_aMohammed, Rafi _91475
700	1		_aFisher, Robert J. _91476
700	1		_aJaworski, Bernard J. _91477
700	1		_aPaddison, Gordon J. _91478
942			_2ddc _cBK