Internet Marketing, 2/e, with e-Commerce PowerWeb by Rafi Mohammed

Internet Marketing, 2/e, with e-Commerce PowerWeb by Rafi Mohammed

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.

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

SKU	Non disponible
ISBN 13	9780071232593
ISBN 10	0071232591
Title	Internet Marketing, 2/e, with e-Commerce PowerWeb
Author	Rafi Mohammed
Condition	Non disponible
Binding type	Multiple-component retail product
Publisher	McGraw-Hill Education - Europe
Year published	2003-08-16
Number of pages	768
Cover note	La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier.
Note	Non disponible