Internet Marketing: Building Advantage in the Networked Economy - Couverture rigide

Mohammed, Rafi; Fisher, Robert; Jaworski, Bernard; Cahill, Aileen

Couverture rigide

ISBN 10 : 0072512083 ISBN 13 : 9780072512083

Editeur : McGraw Hill Higher Education, 2001

Synopsis

This text 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.

A propos du livre

Présentation de l'éditeur

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.

Détails de l'édition

• Éditeur: McGraw Hill Higher Education
• Date d'édition: 2001
• Langue: anglais
• ISBN 10: 0072512083
• ISBN 13: 9780072512083
• Reliure: Relié
• Nombre de pages: 726
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible