Canadian E-marketing : a Strategic Perspective

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McGraw-Hill Ryerson, Jan 1, 2002 - Business & Economics - 407 pages
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Written for students in undergraduate and MBA programs, this text contains comprehensive coverage of Internet marketing concepts from product design through to post-customer care, with a focus on customers and customer relationships. The author presents a strategic and global perspective to understanding online market opportunities and building value through the Internet. It first lays out the scope and magnitude of change forced by the Internet. Marketing opportunities are described next, then a series of chapters presents tools, concepts, strategic insights, and tactics. The book looks at marketing, not in isolation, but as a part of a series of value-adding functions within an organization. It uses current knowledge in marketing, consumer behavior, and strategy to provide frameworks for understanding marketing on the Internet. Important topics given little or no coverage in other books include channel management, B2B e-commerce and security issues, and the Internet as a communication medium and/or a distribution channel.

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Contents

Introduction
2
Economics of the Web and Business Models
28
The BusinesstoConsumer Market
52
Copyright

17 other sections not shown

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