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

Mohammed, Rafi; Fisher, Robert; Jaworski, Bernard; Paddison, Gordon

Couverture rigide

ISBN 10 : 0072865261 ISBN 13 : 9780072865264

Editeur : McGraw-Hill Professional, 2003

Synopsis

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.

A propos du livre

À propos de l'auteur

Bernard J. Jaworski is Vice-Chairman of Marketspace LLC and heads its Monitor Executive Development business unit.

Détails de l'édition

• Éditeur: McGraw-Hill Professional
• Date d'édition: 2003
• Langue: anglais
• ISBN 10: 0072865261
• ISBN 13: 9780072865264
• Reliure: Relié
• Numéro d'édition: 2
• Nombre de pages: 768
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible