MP Internet Marketing : Building Advantage in a Networked Economy. Cet article n’est pas disponible.
Langue : anglais
Edité par McGraw-Hill Education, 2001
- Éd. originale
- Livre relié
- Occasion
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A propos de cet article
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- Titre
- MP Internet Marketing : Building Advantage in a Networked Economy
- Auteur
- Mohammed, Rafi, Fisher, Robert, Jaworski, Bernard, Cahill, Aileen
- Éditeur
- McGraw-Hill Education
- Année de publication
- 2001
- État de l'article
- Fine
- Reliure
- Couverture rigide
- Langue
- anglais
- ISBN à 10 chiffres
- 0072512083
- ISBN à 13 chiffres
- 9780072512083
- Édition
- 1st Edition.
- Poids de l'article
- 1,592 livre
- Dimensions
- N/A
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.
« Synopsis » peut appartenir à une autre édition de cet ouvrage.
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.
« A propos de ce titre » peut appartenir à une autre édition de cet ouvrage.