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MP Internet Marketing: Building Advantage in a Networked Economy with CD
Contributor(s): Mohammed, Rafi (Author), Fisher, Robert (Author), Jaworski, Bernard (Author)

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 ISBN: 0072512083     ISBN-13: 9780072512083
Publisher: Irwin/McGraw-Hill
OUR PRICE: $143.98  

Binding Type: Hardcover
Published: August 2001
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Temporarily out of stock - Will ship within 2 to 5 weeks

Annotation: 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.
Additional Information
BISAC Categories:
- Business & Economics | E-commerce - Internet Marketing
- Business & Economics | Advertising & Promotion
- Computers | Internet - General
Dewey: 658.84
LCCN: 2001045226
Physical Information: 1.31" H x 8.4" W x 10.22" L (3.54 lbs) 726 pages
Features: Bibliography, Illustrated, Index
 
Descriptions, Reviews, Etc.
Publisher Description:
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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