Internet Marketing: Building Advantage in a Networked Economy / Edition 2

Internet Marketing: Building Advantage in a Networked Economy / Edition 2

by Robert J. Fisher, Bernard J. Jaworski, Rafi A. Mohammed, Gordon J. Paddison
     
 

ISBN-10: 0072538422

ISBN-13: 9780072538427

Pub. Date: 04/28/2003

Publisher: McGraw-Hill Companies, The

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

Overview

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.

Product Details

ISBN-13:
9780072538427
Publisher:
McGraw-Hill Companies, The
Publication date:
04/28/2003
Edition description:
REV
Pages:
768
Product dimensions:
8.30(w) x 10.30(h) x 1.28(d)

Related Subjects

Table of Contents

Chapter 1: Introduction to Internet Marketing
Part I: Framing the Market Opportunity

Chapter 2: Framing the Market Opportunity
Part II: Marketing Strategy

Chapter 3: Marketing Strategy in Internet Marketing
Part III: The Design of the Customer Experience

Chapter 4: Customer Experience
Part IV: Building the Customer Interface

Chapter 5: Customer Interface
Part V: The Design of the Marketing Program

Chapter 6: Customer Relationships

Chapter 7: Product

Chapter 8: Pricing

Chapter 9: Communication

Chapter 10: Community

Chapter 11: Distribution

Chapter 12: Branding

Chapter 13: Designing the Marketspace Matrix

Chapter 14: Designing the Marketing Program for Lord of the Rings
Part VI: Leveraging Customer Information Through Technology

Chapter 15: Customer Information Systems: Leveraging Customer Information Through Internet Technology
Part VII: Marketing Program Evaluation

Chapter 16: Customer Metrics

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