Internet Marketing

"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.

ISBN 0071232591   Pages 768 ISBN13 9780071232593 (What's this?)   Part volume With E-Commerce PowerWeb Publisher McGraw-Hill Education - Europe   Weight (grammes) 1451 Imprint McGraw Hill Higher Education   Published in London Format Paperback   Height (mm) 254 Publication date 01 Aug 2003   Width (mm) 203 Library of Congress HF5415.126   Spine width (mm) 30 DEWEY 658.872   Academic level General DEWEY edition DC22

Chapter 1: Introduction to Internet Marketing Part I: Framing the Market Opportunity Chapter 2: Framing the Market Opportunity Part II: Marketing Strategy Chapter 3: Marketing Strategy in Internet Marketing Part III: The Design of the Customer Experience Chapter 4: Customer Experience Part IV: Building the Customer Interface Chapter 5: Customer Interface Part V: The Design of the Marketing Program Chapter 6: Customer Relationships Chapter 7: Product Chapter 8: Pricing Chapter 9: Communication Chapter 10: Community Chapter 11: Distribution Chapter 12: Branding Chapter 13: Designing the Marketspace Matrix Chapter 14: Designing the Marketing Program for Lord of the Rings Part VI: Leveraging Customer Information Through Technology Chapter 15: Customer Information Systems: Leveraging Customer Information Through Internet Technology Part VII: Marketing Program Evaluation Chapter 16: Customer Metrics

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