Internet marketing : building advantage in the networked economy
Print Book, English, ©2002
McGraw-Hill/Irwin marketspaceU, Boston, ©2002
xli, 726 pages : illustrations ; 26 cm + 1 computer optical disc (4 3/4 in.)
9780072510225, 9780072510232, 9780071124942, 9780072512083, 0072510226, 0072510234, 0071124942, 0072512083
47182240
1. Introduction to Internet Marketing; Part 1: Corporate and Business Unit-Strategy; 2. Corporate and Business-Unit Strategy; Part 2: Analyzing the Market Opportunity; 3. Framing the Market Opportunity; 4. Marketing Research; Part 3: Marketing Strategy; 5. Marketing Strategy in Internet Marketing; Part 4: The Design of the Customer Experience; 6. Customer Experience; Part 5: The Design of the Marketing Program; 7. Customer Relationships; 8. Product; 9. Pricing; 10. Communication; 11. Community; 12. Distribution; 13. Branding; 14. Designing the MarketSpace Matrix; 15. Design of the Marketing Program: Austin Powers: The Spy Who Shagged Me; Part 6: Building the Customer Interface; 16. Customer Interface; Part 7: Evaluating the Marketing Program; 17. Customer Metrics