Internet Marketing: Building Advantage in a Networked Economy with CD - Tapa dura

Mohammed, Rafi; Fisher, Robert; Jaworski, Bernard; Cahill, Aileen

 
9780072512083: Internet Marketing: Building Advantage in a Networked Economy with CD
Tapa dura
ISBN 10: 0072512083 ISBN 13: 9780072512083
Editorial: McGraw Hill Higher Education, 2001

Sinopsis

This text 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.

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Reseña del editor

This text 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.

Biografía del autor

Rafi Mohammed has been working with pricing issues for the last twenty years. He is the founder of Culture of Profit LLC, a Cambridge, Massachusetts-based company that consults with businesses to help develop and improve their pricing strategy. Born in Milwaukee and raised in Cincinnati, he is the author of The Art of Pricing and an economics graduate of Boston University, the London School of Economics, and Cornell University, where he received his Ph.D.

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Editorial
McGraw Hill Higher Education
Año de publicación
2001
Idioma
Inglés
ISBN 10 
0072512083
ISBN 13 
9780072512083
Encuadernación
Tapa dura
Número de páginas
726
Contacto del fabricante
no disponible
Persona responsable
no disponible

Otras ediciones populares con el mismo título

9780072538427: Internet Marketing: Building Advantage in a Networked Economy: Building Advantage in the Networked Economy

Edición Destacada

ISBN 10:  0072538422 ISBN 13:  9780072538427
Editorial: McGraw-Hill Higher Education, 2006
Tapa dura