Internet Marketing: Building Advantage in a Networked EconomyInternet 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. |
Contents
Introduction to Internet Marketing | 1 |
CHAPTER | 2 |
DrillDown Common Myths Associated with | 7 |
Copyright | |
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activities advertising Amazon.com auction awareness behavior benefits brand equity buyer-seller campaign channel chapter Citibank commitment competitive competitors consumers costs create customer experience customer relationship management customer relationships customer service distribution Drill-Down e-mail eBay eBay's effective example EXHIBIT exploration exploration/expansion feedback film firm firm's focus functionality Half.com identify increase individual integrated interactive interface Internet marketing leverage Line Cinema Lord marketing levers marketing mix marketing program marketing research marketing strategy Middle-earth movie Moviefone needs offering online and offline online marketing opportunity percent perceptual map Permission marketing positioning potential price discrimination profitable promotions purchase relationship stages retail Rings Search selling sumers target customers target segment tion tomers traditional transactions types users viral marketing Yahoo