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Internet Marketing 2E : With E-Commerce PowerWeb - Rafi Mohammed

Internet Marketing 2E

With E-Commerce PowerWeb

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This text presents a "road-tested" framework to help students and practitioners understand how to think about and implement effective Internet marketing programmes. 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. 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 they can be leveraged to create intense relationships with customers.

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

ISBN: 9780071232593
ISBN-10: 0071232591
Audience: General
Format: Book with Other Items
Language: English
Number Of Pages: 768
Published: 21st November 2003
Country of Publication: US
Dimensions (cm): 25.6 x 20.5  x 3.0
Weight (kg): 1.32
Edition Number: 2
Edition Type: Revised