Internet Marketing: Building Advantage in the Networked Economy - Rilegato

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

Rilegato

ISBN 10: 0072510226 ISBN 13: 9780072510225

Casa editrice: McGraw Hill Higher Education, 2001

Riassunto

Upper-level undergraduate, MBA, and Executive MBA courses focussed on Internet marketing strategy and implementation. 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.

Su questo libro

Product Description

Book by Rafi Mohamrd Robrt Fishr Brnard Jaworski

Dettagli dell'edizione

• Editore: McGraw Hill Higher Education
• Data di pubblicazione: 2001
• Lingua: Inglese
• ISBN 10: 0072510226
• ISBN 13: 9780072510225
• Rilegatura: Copertina rigida
• Numero di pagine: 640
• Contatto del produttore: non disponibile
• Persona responsabile: Ufficio Anagrafiche Messaggerie; 0039 0245774342; ufficio.anagrafiche@meli.it; ; Via Verdi, 8.; Assago Milano; 20090; Italia