Internet Marketing: Building Advantage in a Networked Economy

Mohammed, Rafi

ISBN 10: 0072512083 / ISBN 13: 9780072512083

Edité par McGraw-Hill, 2002

A propos de cet article

This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Clean from markings. In fair condition, suitable as a study copy. Library sticker on front cover. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1700grams, ISBN:9780072512083.

N° de réf. du vendeur 8992976

Détails bibliographiques

• Titre: Internet Marketing: Building Advantage in a Networked Economy
• Éditeur: McGraw-Hill
• Date de parution: 2002
• Langue: anglais
• ISBN à 10 chiffres: 0072512083
• ISBN à 13 chiffres: 9780072512083
• Reliure: Couverture rigide
• État de l'article: Fair
• Catalogues du vendeur:
  • Business

A propos de ce titre

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.

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.