Internet Marketing, 2/e, with e-Commerce PowerWeb

Mohammed, Rafi; Fisher, Robert J.; Jaworski, Bernard J.; Paddison, Gordon; Fisher, Robert; Jaworski, Bernard

ISBN 10: 0072865261 ISBN 13: 9780072865264

Editorial: McGraw-Hill/Irwin, 2003

Idioma: Ingl�s

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T�tulo

Internet Marketing, 2/e, with e-Commerce PowerWeb

Editor

McGraw-Hill/Irwin

Fecha de publicaci�n

2003

Idioma

Ingl�s

ISBN 10

0072865261

ISBN 13

9780072865264

Encuadernaci�n

Encuadernaci�n de tapa dura

Edici�n

2� Edici�n

Estado

Good

Cat�logos de vendedores

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Sinopsis

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.

Acerca del autor

Bernard J. Jaworski is Vice-Chairman of Marketspace LLC and heads its Monitor Executive Development business unit.

"Sobre este t�tulo" puede pertenecer a otra edici�n de este libro.

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