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Internet Marketing, 2e
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Student Edition
Instructor Edition
Internet Marketing: Building Advantage in a Networked Economy, 2/e

Rafi Mohammed

ISBN: 0072538422
Copyright year: 2003

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.

MarketspaceU is an invaluable resource for e-commerce instructors, providing current and comprehensive cases, lectures, syllabi, news, and audio and video interviews with leading industry figures. MarketspaceU helps you research, plan and organize your e-commerce courses and exchange ideas and materials with your colleagues. The site also contains downloadable files for both the lecture outlines and PowerPoints for the text.



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