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.

MP Internet Marketing: Building Advantage in a Networked Economy with CD

Business & Money

Mohammed, Rafi

Fisher, Robert J.

Jaworski, Bernard J.

Cahill, Aileen

Economics

McGraw/Hill/Irwin

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.

Internet Marketing, 2/e, with e-Commerce PowerWeb

FISHER, ROBERT

Paddison, Gordon

Jaworski,Bernard

Marketing & Sales

Harcourt, Brace and World, 1972, Very good., Paperback. 276 pages. Very good. Light wear. 0155503960. [Education, Primary school] Out-of-print and antiquarian booksellers since 1933. We pack and ship with care.

Learning how to learn;: The English primary school and American education

Harcourt, Brace. Jovanovich

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Books by Fisher, Robert J.