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Digital Marketing: Global Strategies from the World's Leading Experts
     

Digital Marketing: Global Strategies from the World's Leading Experts

by Yoram (Jerry) Wind
 
The first in a series of books from Wharton's prestigious SEI Center, managed by Professor Jerry Wind, this reference focuses on marketing strategies, methods, and cases used specifically for e-commerce businesses operating globally. It includes contributed chapters from leading thinkers from top U.S. business schools including Wharton, the University of Texas,

Overview

The first in a series of books from Wharton's prestigious SEI Center, managed by Professor Jerry Wind, this reference focuses on marketing strategies, methods, and cases used specifically for e-commerce businesses operating globally. It includes contributed chapters from leading thinkers from top U.S. business schools including Wharton, the University of Texas, Columbia, Harvard, Northwestern, University of Michigan, Duke, and MIT. Many of the contributors, in addition to teaching MBA and Executive Education seminars, also consult to major corporations around the world.

Editorial Reviews

Booknews
Experts from the top business schools explore the key issues and challenges that businesses operating in the changing global digital age must face. The 14 contributions discuss the underlying forces of e-business, the new dimensions of consumer behavior and market research, and ways to meet these demands by implementing new concepts and approaches. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

ISBN-13:
9780471361220
Publisher:
Wiley
Publication date:
02/09/2001
Pages:
432
Product dimensions:
6.38(w) x 9.37(h) x 1.37(d)

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Meet the Author

JERRY WIND is Lauder Professor of Marketing and Director of the SEI Center for Advanced Studies in Management at the Wharton School as well as a marketing and business strategy consultant to such companies as Edward Jones & Company, SEI Corporation, and BMS. He is on the boards of a number of dot-com startups. Wind is the author of over 200 articles and eighteen books, including Driving Change: How the Best Companies Are Preparing for the 21st Century.
VIJAY MAHAJAN is John P. Harbin Centennial Chair of Business at the College of Business Administration of the University of Texas at Austin, specializing in new product development and diffusion, forecasting, marketing strategy, and marketing research methodologies.

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