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

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McGraw-Hill/Irwin marketspaceU, Apr 25, 2003 - Business & Economics - 743 pages
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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.

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Contents

Introduction to Internet Marketing
1
Formulating the Marketing
2
Opportunity
8

76 other sections not shown

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About the author (2003)

Rafi Mohammed is a director at Simon-Kucher & Partners, the prominent international pricing and strategy consulting firm. He received his Ph.D. in economics from Cornell University, is coauthor of "Internet Marketing: Building Advantage in a Networked Economy," and is a Batten Fellow at the University of Virginia's Darden Graduate School of Business. Prior to joining Simon-Kucher & Partners, he was a consultant at Monitor Group.

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