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More copies of this ISBN:Internet Marketing: Building Advantage in the Networked Economy (2ND 04 Edition)by Rafi Mohammed
Synopses & ReviewsPublisher Comments: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. Table of Contents Chapter 1: Introduction to Internet Marketing Chapter 2: Framing the Market Opportunity Chapter 3: Marketing Strategy in Internet Marketing Chapter 4: Customer Experience Chapter 5: Customer Interface Chapter 6: Customer Relationships Chapter 8: Pricing Chapter 10: Community Chapter 12: Branding Chapter 14: Designing the Marketing Program for Lord of the Rings Chapter 15: Customer Information Systems: Leveraging Customer Information Through Internet TechnologyChapter 16: Customer Metrics | ||||||||||||
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