Internet Marketing: Building Advantage in a Networked Economy, 2/e
Rafi Mohammed
ISBN: 0072538422 Copyright year: 2003
Overview
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 marketingthe
Individual and Interactivitying how these forces influence key
marketing levers and how these forces can be leveraged to create intense
relationships with customers.
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