Internet Marketing: Building Advantage in a Networked Economy, 2/e
Rafi Mohammed
ISBN: 0072538422 Copyright year: 2003
Feature Summary
New Features:
Significant Chapter Revision: All chapters are significantly
revised to incorporate new Internet marketing levers and show the student
the role of Internet marketing in a firm's overall marketing plan.
Chapter exhibits that demonstrate the marketing levers of websites are
more detailed in their explanation lending to a more comprehensive understanding
of the concepts behind the theory.
New Co-Author: The book benefits from
the addition of a new author, Gordon Paddison, who is widely heralded
as the leading Internet marketer of his generation in Hollywood and is
literally in the trenches everyday. The involvement of his hands-on experience
and contemporary marketing knowledge in this edition ensures that each
chapter contains leading edge thinking.
Design of the Marketing Program for Lord
of the Rings (Chapter 15): This chapter focuses on the Internet marketing
strategy of the marketing campaign for the film Lord of the Rings: The
Fellowship of the Ring. The chapter illustrates how New Line Cinema integrated
its entire online and offline marketing effort for this blockbuster film.
New Line's marketing efforts for this movie are heralded as the
pinnacle of online/offline marketing integration. Students gain exclusive
insights on the meticulous planning of this rapid-cycle marketing campaign
from one of the leading Internet marketers in the business.
Leveraging Customer Information Through
Technology (Chapter 16): This new chapter shows how firms utilize technology
to obtain, organize, analyze, and utilize customer data to reduce the
uncertainty often associated with selecting which markets to pursue, implement
database marketing, and retain customers through customer relationship
management.
Web-based Student Exercises: Exercises
created for key chapters for further comprehension and understanding of
concepts, theories, and applications learned in the text.
NEW Test Bank: New to the text, the Test
Bank has 80 true/false, multiple choice, and essay questions per chapter.
Retained Features:
MarketspaceU Website www.Marketspaceu.com: This website contains
valuable resources including: Multi-Media Materials with access to media
archives that contain over 100 CEO interviews, Pre-prepared Lectures with
PPT's, Sample Syllabi, Dot-com Debates, the Marketspace Case Library,
and regularly updated Case Teaching Notes and Case Dashboards.
Integrated framework (Chapter 12-Branding):
This chapter details exactly what levers should be used to advance customers
through varying intensity relationship levels. It introduces students
to what branding and brand equity is, how consumers respond to brand equity,
how it’s measured, how marketing programs are used to create brand
equity, and what the 7 step branding process is.
Integration of marketing program (Chapter
14-Designing the Marketing Program for Lord of the Rings): This chapter
discusses which marketing tools and levers are best suited to achieve
the desired outcomes and how tactical elements need to work in concert
to maximize market impact, showing the students how all the pieces of
a marketing plan work together.
The e-Marketing plan (Chapter 16-Customer
Matrix): This chapter highlights which marketing tools and levers are
best suited to achieve the desired outcomes and how tactical elements
need to work in concert to maximize market impact for success and profitability.
Insider Relationships: The authors use
their—insider— relationships with companies like eBay, William
Morris Agency, and New Line Cinema to provide on-going examples supported
by video interviews and analysis by these and other leaders in the Internet
community that illustrate concepts, theories, and applications put to
use in everyday marketing situations.
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2003 McGraw-Hill Higher Education