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

Internet Marketing, 2/e, with e-Commerce PowerWeb image
ISBN-10:

0072865261

ISBN-13:

9780072865264

Edition: 2
Released: Apr 25, 2003
Format: Hardcover, 768 pages
to view more data

Description:

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.












We're an Amazon Associate. We earn from qualifying purchases at Amazon and all stores listed here.