Internet Marketing: Building Advantage in the Networked Economy
McGraw-Hill/Irwin marketspaceU, 2002 - Internet marketing - 726 pages
Upper-level undergraduate, MBA, and Executive MBA courses focussed on Internet marketing strategy and implementation. This text 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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Introduction to Internet Marketing
Corporate and BusinessUnit Strategy
85 other sections not shown
activities advertising analysis attractive auction Austin Powers awareness banner ads behavior benefits brand equity building business-unit strategy buyer-seller buyers campaign channel chapter commitment compete competitive competitors consumers cost create customer experience customer relationships discussion distribution e-mail eBay eBay's effective example Exhibit exploration feedback firm firm's focus framework function goals identify increase individual industry integrated interactive interface Internet marketing levers Line Cinema market opportunity marketing mix marketing program marketing research marketing strategy marketplace Marketspace mass customization Matrix movie Moviefone new-economy offering online and offline online marketing percent perceptual map permission marketing positioning potential price discrimination product development profitable promotions purchase relationship stages retail sell sellers strategic management sumers target customers tion tomers traditional transaction types users value proposition viral marketing