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 ...
Read More
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.
Read Less
Add this copy of Internet Marketing: Building Advantage in the Networked to cart. $6.32, good condition, Sold by ThriftBooks-Dallas rated 4.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2003 by Irwin/McGraw-Hill.
Add this copy of Internet Marketing: Building Advantage in a Networked to cart. $6.33, good condition, Sold by Big River Books rated 5.0 out of 5 stars, ships from Powder Springs, GA, UNITED STATES, published 2003 by Irwin/McGraw-Hill.
Add this copy of Internet Marketing: Building Advantage in a Networked to cart. $37.78, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2003 by McGraw-Hill/Irwin.
Add this copy of Internet Marketing: Building Advantage in the Networked to cart. $54.79, new condition, Sold by German's Book Sale rated 3.0 out of 5 stars, ships from Houston, TX, UNITED STATES, published 2003 by Irwin/McGraw-Hill.
