Internet Marketing with E-Commerce Powerweb
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Type
Book
Authors
ISBN 10
0071232591
ISBN 13
9780071232593
Category
Academic
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Publication Year
2002
Publisher
Pages
768
Subject
Commerce
Tags
Abstract
"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. - from Amzon
Description
xxxi, 743p.; ill.; 25cm (pbk)
Biblio Notes
includes bibliographical references and index
Number of Copies
1
Library | Accession‎ No | Call No | Copy No | Edition | Location | Availability |
---|---|---|---|---|---|---|
Abeokuta Study Centre | 81338 |
HF 5415 .1265 .157 2012 |
1 | Marketing | Yes |